As running becomes more and more mainstream, we’re probably going to get more commercials and other advertising collateral targeted at aspiring runners, who also apparently have plenty of disposable income, according to market research. Just think of how much you spend on races these days and you’ll understand what I mean.
Have you seen Coach Rio‘s Globe Tattoo TVC yet? Some people from Takbo.ph and I auditioned to be the support runners behind him, but sadly none of us got picked. OK lang because in the storyline, Coach Rio was too fast for them!
Coach Rio’s Globe Tattoo TVC
I’m just thankful that more thought is put into running-inspired ads these days. Last year, many runners’ ears were tweaked (and not in a good way) by a radio ad that went something like this:
Female voice: To stay in shape, I run *pant* two kilometers *pant* everyday. Whew! [insert promotional spiel]
Male voice: May I join you?
Female voice: If you can keep up!
(I’ve redacted the name of the young actress who stars in this commercial, and the product being advertised.)
Kudos to her if all she needs to stay in shape is to run two kilometers every day. That’s, what, 14 minutes of activity more or less? Off the bat, the commercial sounds ridiculous because:
- The recommended amount of moderate-intensity physical activity for adults is 150 minutes a week minimum — that can be broken down into 30 minutes 5 days a week, or 20 minutes 7 days a week. If you need 30 minutes to run 2 kilometers and are out of breath by the end of it, you’re probably not in very good shape.
- To a regular runner, two kilometers is a warm-up. It’s just a little more than half the distance of the shortest race category. (Or 4 times a 500-meter dash.)
The person who wrote the commercial script, with a little more research into running for fitness, could have made it more believable. She could have talked of running in terms of number of minutes rather than kilometers, for instance. It was just a strange commercial, which is still being played until now! (In fact, I heard it twice in the span of three minutes last week. Grrr.)
You might also have seen some minor advertising collaterals in department stores. Like this one, for instance:
Look a little closer…
Yes, that is yours truly. I shot this some time in May 2010 for Godiva. (My make-up artist was none other than Marie Calica, also the editor-in-chief of Runner’s World Philippines.) Hopefully what we did is realistic and believable when it comes to running-inspired advertising. Ü
Have you spotted any other ads that use running?