a good viral video: asics

January 20, 2009 by Jonathan Nguyen · Comments

this video is simply brilliant. reasons why i think it works:

compare it to another shoe company who gets a massive fail

thanks to @mspecht for tweeting about the blog council post

nguyen duong

"not trying to be a viral video" I love it. note to companies asking for a "viral video". just be honest with yourself and tell your story in a real way. not forced and trying to impress the cool kids with over-the-top humor that really isn't in your dna. having worked on the asics business early in my career, the client at the time wanted to fight the features/benefit battle against the Nikes and Reeboks of the world, yes back then Reebok was #2. i wonder where they are now? there was def something charming and really down-to-earth authentic about the voice-over that made me want to listen to him, sorta like my grandfather telling stories by the campfire.

Jonathan Nguyen

exactly on the grandfather front. we have these onitsuka tiger stores here with all the vintage asics stuff and there's some really cool stuff in there. to me asics is now this old dude who had a cool idea over a bowl of rice, waaay more loyal now than i would be over a brand. awesome. awesome. awesome.

Derek L

Love Asics. Love Japanese design philosophy and relentless pursuit of improvement and innovation. Love the vid. Plays to the brand's identity and history so well. Great find CJ!

Simon Reynolds

This is a great! It takes away from seeing the shoes as cheap bits of plastic and cloth and shows it more as Japanese craftmanship with decades in the making... It really creates value within the Asics and Onitsuka Tiger brands...