This intensely motivational commercial for the 'Want It More' campaign by Asics emphasizes the non-glamorous attributes of being a committed athlete.
The ad opens with a man going for a jogging before the sun is even up. A voice breaks the silence by stating "This is an open letter to anyone who wants to be an athlete." Throughout the commercial, the voice-over states the that in order to become a successful athlete you must want it more than sleep, more than cake, more than partying and more than perfect hair.
The commercial essentially eliminates the preconception that athletes strictly workout to look good. Instead, the Want It More campaign promotes commitment, dedication and true passion for sports and fitness. The commercial ends with the phrase "If you really want to be an athlete, just wanting it isn't enough."
What's Driving This Trend
- Motivational Advertising
- Opportunity for brands to create ads that inspire and motivate consumers to pursue their passions and goals.
- Authentic Athlete Branding
- Potential for athletic brands to focus on showcasing the dedication, commitment, and hard work of athletes rather than just their physical appearance.
- Emphasizing Passion Over Vanity
- Shift towards highlighting the true passion and love for sports and fitness, rather than promoting superficial motives.
Who This Affects Most
- Sports Apparel
- Opportunity for sports apparel brands to align their messaging with the Want It More campaign, emphasizing commitment and dedication in athletic pursuits.
- Fitness Equipment
- Potential for fitness equipment companies to market their products as tools to support and fuel the dedication and passion of athletes.
- Athletic Training Programs
- Disruptive innovation opportunity for athletic training programs to shift their focus from physical appearance to a holistic approach that emphasizes dedication, passion, and mental resilience.
