Logan Roy Ditches the Suit for ASICS

While the days of COVID-induced lockdowns may now seem like a distant, fading memory, the impact those “unprecedented times” had on the way we work and live are still very much reverberating today—with a paradigm shift toward mental health from both employers and employees alike. Footwear and athletic brand, ASICS, have released a new campaign which taps into this exact insight.

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Connecting their traditional heartland of physical health with the ultimate higher-order benefit of mental well-being, the brand leaned into their titular acronym (A.S.I.C.S, which means ‘Anima Sana in Corpore Sano’ or ‘Sound Mind in a Sound Body’) to undertake a global study into the long-term health impacts of continuous desk-based working.

“I like that the actor was reminding people to move and get off computers and devices for your mental health.”

Finding that stress levels rise significantly after four continuous hours sitting at a desk, ASICS chose the equally nerve-wracking fictional media mogul, Logan Roy (of “Succession” fame,) to colorfully illustrate their point. The ad demonstrated one of the key advantages of using celebrity ambassadors or characters—specifically, their ability to demand people’s attention. Roy’s intimidating delivery and dry satire worked to pique curiosity, with the majority viewing the ad as highly original. In fact, it benchmarked in the top 1% of ads we’ve ever tested for distinctiveness!

“I liked the shock value. It was an entertaining ad and inspiring.”

However, the ad ultimately fell into an all-too-common trap: using star power to grab attention while relegating the brand to second fiddle. Presumably, the hope was that the sudden camera cut to Roy—sporting the unconventional combination of suit shorts and brightly colored sneakers—would place adequate emphasis on the brand during the ad’s peak moment of emotional engagement. However, the role of ASICS was overshadowed: people acknowledged the humor in the scenario, rather than the brand behind it.

“Can be a bit confusing what product it’s selling.”

Furthermore, the dark and moody setting was at odds with the brand’s usual focus on athletic prowess, jarring with what people have typically come to expect. Essentially, while there was a connection between the ferocious character and “killer” in the room (a theme that was well received by many), ASICS ultimately felt like the odd one out in the narrative. So, while the ad stirred the pot and inspired people to be more active, it was largely mentally encoded as a PSA—meaning it did little to associate these memories in a unique and unmistakable way to the ASICS brand.

“I spent most of the ad wondering what the product would be. The shoes really weren't showcased and I have no idea WHY I should choose ASICS brand shoes.”

So, while the ad delivered an unquestionably dramatic, star-studded performance, the lesson remains that while celebrities offer a powerful mechanism for captivating audiences, they simply aren’t enough on their own to drive commercial impact. When an ambassador isn’t deeply embedded as a brand cue, they must ultimately help facilitate the narrative—rather than being the narrative themselves. Otherwise, advertising no longer serves its primary purpose as “sponsored entertainment”—and instead simply just becomes “entertainment”.

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