# Cartooned Athletic Ads Matthew Inman of The Oatmeal Discusses Running in This Saucony Ad By Charlotte Joyce Kidd | Published 2015-11-09 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/matthew-inman References: [adweek](http://www.adweek.com/adfreak/matthew-inman-oatmeal-explains-why-he-runs-very-cool-saucony-ad-168028) & [saucony](http://www.saucony.com/en/findyourstrong/) The latest [Saucony](https://www.trendhunter.com/trends/corncushioned-running-shoes) ad gets a welcome dose of humor thanks to Matthew Inman of online cartoon The Oatmeal. The current [Saucony shoes marketing campaign](https://www.trendhunter.com/trends/speed-shopping) revolves around the idea that anybody can find their own personal motivation to be more active. The tagline of the campaign is "Find Your Strong," and it's populated with "seeker stories," the stories of people finding their individual drive to run. The campaign's most recent installment stars Matthew Inman, the artist and comedian behind The Oatmeal. In the short film clip, Matthew Inman explains how he overcame his adolescent self-consciousness about his body by running. He also offers a unique perspective on a healthy lifestyle, saying that he runs so that he can maintain his diet of junk food rather than subscribing to the kale and protein-eating ideal of a runner. It's a perfect manifestation of the campaign's central philosophy. ## Trend Insights (Trend Hunter) - Score: 1.5/10 - Popularity: 11% | Activity: 27% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### What's Driving This Trend - **Humorous Brand Collaborations:** Opportunity for brands to collaborate with humorous content creators to inject humor into their marketing campaigns. - **Personal Motivation Marketing:** Brands can tap into the trend of promoting personal motivation and individual drive to engage with their target audience. - **Alternative Healthy Lifestyle:** Disruptive opportunity to challenge conventional health and fitness ideals by promoting alternative approaches like running for junk food lovers. ### Who This Affects Most - **Sportswear:** Sportswear brands can leverage humorous collaborations to create unique and engaging marketing campaigns. - **Fitness and Wellness:** Fitness and wellness industry can adopt the concept of personal motivation marketing to inspire and connect with their customers. - **Food and Beverage:** Food and beverage brands can explore alternative healthy lifestyle approaches and cater to the needs of junk food lovers. ## Related on Trend Hunter - [Caveman-Centric Running Campaigns](https://www.trendhunter.com/trends/craft-sportswear-brand-film.md) - [Wellness-Forward Running Campaigns](https://www.trendhunter.com/trends/soft-wins.md) - [Heartwarming Seasonal Sneaker Campaigns](https://www.trendhunter.com/trends/saucony-run-home-for-the-holidays.md) - [Wellness Athletic Campaigns](https://www.trendhunter.com/trends/soft-wins-campaign.md) - [Vibrant Runner-Targeted Commercials](https://www.trendhunter.com/trends/puma-southeast-asia.md) - [Animated Footwear Campaigns](https://www.trendhunter.com/trends/free-your-feet.md) - [Runner-Targeted Ketchup Campaigns](https://www.trendhunter.com/trends/run-on-heinz.md) - [Motivational Athlete Campaigns](https://www.trendhunter.com/trends/adidas-you-got-this.md) - [Motivational Footwear Campaigns](https://www.trendhunter.com/trends/asics-desk-break.md)