Japanese sportswear mainstay ASICS has launched a bold new campaign ahead of World Mental Health Day on October 10.
Recruiting "Succession" star Brian Cox for a spot titled "The Desk Break," the campaign helmed by global PR agency Golin aims to get office employees off their desks and on their feet.
Serving as a public service announcement, the ad features the legendary actor in the familiar role of a terrifying boss, singling out the office desk as the largest threat to an employee's mental health.
In a press release, Cox spoke about how his intimidating past roles were still not as scary as the office desk.
"It's great to see ASICS try and do something about this and encourage people to support their mental health through exercise. As I say in the film, run, jump, roller skate. I don't care. Just move for your mind," he concluded.
View this post on Instagram
The effort is largely based on ASICS' Global State of Mind Study 2024, which collected responses from over 26,000 participants across 22 countries.
The study proved that mental well-being declined the longer workers remained sedentary, with stress levels rising after two hours of continuous desk work. Four hours of continuous desk work increased levels further, reaching 18%.
However, a "Desk Break" experiment for ASICS overseen by Dr. Brendon Stubbs of King's College in London found:
- Adding just 15 minutes of movement into an office worker's day caused a 22.5% improvement in their mental state.
- Taking a daily desk break for a week lowered stress levels by 14.7% while boosting productivity by a whopping 33.2%.
- Making desk breaks part of the routine enhanced focus by 28.6%.
View this post on Instagram
According to participants, taking movement breaks led to them feeling 33.3% more relaxed, with a large majority saying they would be more loyal to their employers if they were offered regular breaks.
The campaign possesses a strong sense of brand purpose, aiming to create a positive impact on its audience while promoting comfortable sportswear.
By conducting a study that highlights the importance of an active, healthy lifestyle on mental health, ASICS authentically enhances viewers' lives with its products.
The Dangers a Desk Poses
"The Desk Break" opens with Cox front and center as he delivers a compelling, dramatic monologue while looking straight into the camera.
All alone in a looming office space, his imposing presence fills the room as he blames desks for being the deadliest thing in an office.
"Your boss has you locked to it for eight, nine, 10 hours a day," he says, echoing the sentiments of employees around the world.
"Look at you. Trading your own mental health for free fruit and a Wellness Wednesday… f**k the fruit!"
View this post on Instagram
Then, the dramatic spot takes a humorous turn when Cox steps out from behind the desk, revealing he's only wearing the top part of a formal suit. The bottom consists of a pair of exercise shorts and bright-colored ASICS runners.
The ASICS commercial ends with him commanding the audience to do whatever it takes to move for the sake of their mind's well-being.
Earlier in June, Cox's "Succession" co-star J. Smith Cameron also starred in a corporate-themed campaign for Jif's peanut butter and chocolate spread.
Editing by Katherine 'Makkie' Maclang
