ASICS has released a new Brian Cox commercial and it’s amazing. The Succession actor plays a sneaker-wearing boss-like figure that addresses the dangers of sitting behind the desk for hours. And he does so with masterful delivery that makes you shiver. Watch the new Brian Cox commercial here.
Brian Cox commercial highlights the benefits of moving away from your desk
The office may be a dreadful place to be. Grumpy coworkers, horrible bosses, sickening micromanagement, and… your desk. The new ASICS ad featuring Brian Cox is about the latter. The Shakespearean actor gives a goosebumps-inducing monologue about the importance of standing up from your desk and living an active life.
In a very Logan Roy fashion, the actor goes on describing the so-called “perks” of being an office wallflower like “free fruit” and a “wellness Wednesday.” It’s hilarious but it’s also really really sad.
Isn’t it the actual reality of millions of office workers that have to sacrifice their time and mental health sitting behind that desk for hours?
Anyway, Brian Cox delivers that powerful PSA while wearing shorts and a pair of ASICS. It’s a perfect stylistic move to juxtaposition office life with an active lifestyle. And it’s a fine touch by ASICS, a sneaker brand that makes a 78-year-old actor its spokesperson.
ASICS delivers a World Mental Health Day campaign
This Brian Cox commercial isn’t only a great brand campaign. In fact, it’s a part of ASICS’ World Mental Health Day campaign.
The Japanese sportswear company did research for that one. ASICS organized a State of Mind study with 26,000 participants that revealed “a strong connection between sedentary behavior and mental wellbeing with State of Mind scores declining the longer individuals remain inactive.”
There was also a Desk Break experiment that showed that “when office workers added just 15 minutes of movement into their working day, their mental state improved by 22.5% with participants’ overall State of Mind scores increasing from 62/100 to 76/100.”
So it’s an actual PSA after all with the data to prove the point. Kudos to ASICS for this.
As for Brian Cox, he liked the idea.
“I’ve played some pretty intimidating characters in my time but who would have thought a desk could be scarier? 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,” the actor said in a statement.
Let’s not forget another Brian Cox commercial. The actor did a narration for McDonald’s in these Quarter Pounders ads:
