by Ezra Remer
Aside from napping, I believe that running is one of the most peaceful activities. In honor of my new kicks and that I have started running again, I bring you two excellent ads featuring two different shoes and two very different songs.
The first ad is part of Asics “Sport Releases More Than Just Sweat” campaign. Check out the spot below…
The track used is “Ten Thousand Lines” off of Electric President’s 2006 self titled album. This spot captures how it feels when I run. It’s a freedom from reality that you gain by clearing your mind. What I find really interesting, is that while the Electric President track may sum up the sensory experience, I’m usually listening to songs more like this.
The second spot I want to focus on takes a different approach to the running shoe game. This New Balance commercial uses “On The 54” by The Dandelions. Take a look…
Hailing from Stockholm, The Dandelions have left their mark on the U.S. music scene. Since releasing their debut EP in 2006, they have been featured in One Tree Hill, Veronica Mars, and the U.S. Volvo campaign.
Both these spots are advertising essentially the same product to the same demographic using two completely different songs. On one hand, Asics is inviting you to experience the tranquility of running, while on the other hand New Balance is selling you on being aggressive by “making” excellent happen. Both ads are effective in their use of music by appealing to runners through different feelings.
The Dandelions “On The 54”
Electric President “Ten Thousand Lines”
Ezra Remer is a lover all of media. He currently works as music coordinator at Lip Sync Music, syncing artists into film/tv/ads. Follow him @EzRemer.