In a striking new advertisement for Asics, actor Brian Cox addresses the critical issue of workplace mental health, particularly for employees who have returned to the office following the pandemic. Known for his commanding presence, Cox expresses concern for those spending long hours at their desks, urging them to take a moment for a #deskbreak.
“Look at you, trading your own mental health for free fruit and a Wellness Wednesday,” Cox declares, humorously dismissing the superficial perks of office life. Clad in Asics athletic wear, he juxtaposes the corporate attire with running shorts, embodying the campaign’s message of balancing work and wellness.
Directed by Peter Franklyn Banks and produced by Kode, the 75-second spot highlights the dangers of prolonged sitting, with Cox emphasizing, “Fuck the fruit,” as he promotes the importance of physical activity.
Gemma Combellack, executive director of consumer at Golin U.K., explained the campaign’s vision: “To effectively step out of the exercise world into the workplace, Asics needed an unignorable action. Turning Brian Cox into a workplace mental health champion was the creative answer.” Combellack noted that Cox, known for his selective roles, embraced the unique concept and quirky script from the outset.
Prior to the widespread return to office (RTO) arrangements, Asics conducted a “Desk Break” study with Dr. Brendon Stubb. The research revealed that mental well-being declines after just two hours of sedentary behavior, but taking 15 minutes for exercise can significantly mitigate these effects.
The campaign, crafted by Golin, features out-of-home (OOH) advertising and workplace influencer partnerships. Additionally, Asics introduced the “Desk Break Clause,” a contractual provision that grants employees the “legal right” to take 15-minute movement breaks throughout their workday. This initiative has been incorporated into Asics U.K.’s own company policy.
In honor of World Mental Health Day on October 10, Asics encourages individuals to share images of their empty desks with the hashtag #DeskBreak. Each post will contribute to fundraising efforts for mental health causes.
Combellack elaborated on the creative setting, revealing that the retro-style office environment was filmed in an old church in Glasgow, which was transformed to create a moody atmosphere with strategic lighting. “We shot it in Glasgow and completely transformed the church into our office scene, with lighting rigs set up to come through the church windows,” she explained.
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