Vox Veritas: The New Balance — Love/Hate

I confess: I am a runner. Like most people with addictions, it took me awhile to admit it. But after thousands of miles and countless pairs of running shoes, I have come to terms with running being part of who I am.

But after years of hitting the lakeshore at 7 a.m., there are still things I hate about running: Getting out of bed on a gray and rainy November morning. Bracing against the February winds. The first mile. Sweating. The taste of Gu.

On the other hand, there are things I love about running, and on most days the good outweighs the bad: Seeing the sunrise on the lake. A rush of adrenaline at the half way point. Watching the trees go from bare to buds to green to red to bare again. Sweating. Finishing.

I think my feelings on running are probably a universal insight into the runner’s mind: we have a love/hate relationship with the sport. And I am very impressed with a new campaign from New Balance that taps into this insight and gets it so right.

The first time I saw this ad, called “Anthem,” I rewound the DVR and watched it again. It isn’t often that a commercial does that to me! “That’s totally it!” I shouted at the TV. That’s exactly what it’s like to be a runner – New Balance gets it. That it is “a constant balance between joy and pain. A balance between work and play. A balance between love and hate.” The ad ends with, “Everything we do is geared towards tipping the balance. This is the New Balance.”

Everything about this campaign is brilliant: The way they tap into this universal insight into running. The way they link their brand to the insight. The way it all comes together in a great execution. Nice job, New Balance. I love this campaign and am even considering a pair of New Balance shoes. That would be a first. But I’ll try anything to keep the love/hate relationship going.

All of the spots in the Love/Hate ad campaign can be found here. — Rhonda, Director of Strategy and Planning