Your desk is a danger to your mental health
How to stand out in your category
Welcome to your weekly dose of INSPO ✨ It’s never been easier to whip up ads for paid social, but how do you make sure yours are the ones that work? The answer: good strategy. And that’s what you’ll learn from this newsletter. Every week I’ll breakdown an ad and help you understand how to use the format effectively for your own brand.
Ad breakdown
This new ASICS ad is brilliant, for many reasons.
On a simple level, it grabs your attention, it keeps your attention and it makes you want to share it with friends and colleagues immediately.
But what makes it really great?
Whilst most sports brands are focused on athletes ASICS have found a new angle to explore: the day to day movement of office workers.
Forget competing with Nike, Adidas or On, they’ve found the real enemy of their audience — not moving.
Here’s why I love it…
👉 It’s rooted in insight — we all know we don’t move enough at work and it’s impacting our mental health.
👉 It’s backed by The Desk Break Clause - the world’s first employment contract clause for movement, giving workers the legal right to 15 minute movement breaks in their day.
👉 It’s funny. “Trading your mental health for free fruit and wellness Wednesday?”
👉 It’s brought to life my a much-loved British actor, not an influencer or gen-z actor who would perhaps be more expected to deliver a message like this.
👉 It’s native, it’s culturally relevant, so we pay attention.
👉 It proves that not all content has to be shot on an iPhone in order to feel ‘native’.
It’s not just a clever ad, it’s an important message.
How to make this format work for your brand
Of course, trying to replicate this ad exactly is not a good idea, but here a few things to think about to help you come up with a new angle for your brand to pursue:
🪩 If your brand was going to make a Public Service Announcement what would it be?
🪩 How does your product help people on a simple level?
🪩 What’s going on culturally at the moment that your brand has a genuine role to play in?
If you’ve got any questions about creative strategy for paid social, reply to this email or leave a comment below, I’d love to hear from you.
Happy ad creating,
Katherine 🪩
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