, the global performance running and lifestyle brand, announced today the launch of the 鈥榊ou, But Faster鈥 TV spot, created to celebrate the , the brand鈥檚 triad of boundary-pushing running shoes. The launch of the ad follows today鈥檚 announcement that the , one of the three shoes in the line, has been named 鈥楨ditor鈥檚 Choice鈥 by Runner鈥檚 World, the world鈥檚 leading running magazine, in the publication鈥檚 Fall 2020 Shoe Guide. The commercial spotlights Saucony鈥檚 commitment to empowering the human spirit with every stride, on every run, and in every community, as it highlights the brand鈥檚 leadership in performance running innovation. Saucony partnered with agency Forsman & Bodenfors to develop the ad which will air on connected TV (CTV) and streaming platforms beginning August 25 and running through September.
The 鈥榊ou, But Faster鈥 spot tells an endearing story of progress and personal bests with the help of the Saucony Endorphin Collection and a very adorable dog. In the ad, the same sequence is repeated three times: A woman returns from her daily run with her dog. Her dog bolts through the door ahead of her, brimming with energy. But after the third run, the pattern is broken. The woman speeds through the door in her Saucony Endorphins and her dog slowly struts in behind her, this time tuckered-out. She's still the same runner, just faster, thanks to her new shoes.
To bring the spot to life, Saucony and Forsman & Bodenfors collaborated with director Jesse Heath of Greenpoint Pictures whose work has premiered on Dazed, Hypebeast, Oyster and i-D Magazine. His most recent short films, Sola and Little Rats, received Vimeo Staff picks.
The Endorphin Collection
Engineered with Saucony鈥檚 elite athletes and built for everyday runners, the revolutionary Endorphin Collection features Saucony鈥檚 SPEEDROLL Technology, propelling the runner forward with the feeling of continuous momentum. Delivering a new feel of fast, the Endorphin lineup includes the for race day performance, the for up-tempo runs and the for everything in-between. The entire Endorphin Collection is available at select running specialty retailers globally and at .
The ad reinforces Saucony鈥檚 鈥楻un for Good鈥 brand platform, which drives all its efforts, including product development, partnerships and marketing activities.
鈥淭he Endorphin Collection is the most exciting launch in the brand鈥檚 history, pushing the boundaries not only for us but for the whole running industry,鈥 said Anne Cavassa, president of Saucony. 鈥淭he 鈥榊ou, But Faster鈥 ad reflects with pure simplicity how running in the Endorphin Collection can lead to faster, feel-good runs. We鈥檙e excited about sharing this message with an active, connected audience, further extending our reach and deepening our consumer engagement.鈥
鈥淭he 鈥榊ou, But Faster鈥 ad is designed to appeal to the heart and soul of runners and to reflect the energy and goodness of the brand,鈥 said Anne Cavassa, president of Saucony. 鈥淲e all know that running with 鈥榤an鈥檚 best friend鈥 and in this case, 鈥榳oman鈥檚 best friend,鈥 increases our motivation; the ad鈥檚 storyline reflects that running in the Endorphin Collection can deliver a performance advantage as well, making running fast feel easier.鈥
鈥淲e thought using a loveable dog to dramatise the very real benefits of these new shoes could make for a heartwarming ad,鈥 said Johan Olivero, creative at Forsman & Bodenfors. 鈥淎nd in these hard times, most of us probably need more heartwarming than usual. We also felt the moment called for celebrating a simple, socially distanced pleasure like running with your dog.鈥