Running-shoe ads are as painful as running
I hate running. My knees ache just thinking about it. A new campaign from athletic shoe maker Saucony, which purportedly targets "serious runners," reinforces every negative impression I have about the sport. Consider the images: A runner trains by pumping iron. Hurts just to look at. Why's she building her upper body? Is she planning to sprint on her hands? Then, in this ad, there's a line of unhappy-looking people at the Port-a-Potties. I don't want to get graphic, but I live on the Boston Marathon route and I can assure you, the runners aren't nearly so polite. Heaven forbid they add 50 seconds to their precious "time" by using the proper facilities. Good hygiene is always a personal best, jerks. And check out the guy riding the escalator in that ad. You'd think he'd cheat on the uphill stretches of the race. Downhill's the easy part! —Posted by David Gianatasio |
|
October 9, 2008 in Gianatasio, Saucony | Permalink |
Comments
You can follow this conversation by subscribing to the comment feed for this post.
She's training her legs there.
Posted by: CW | Oct 9, 2008 9:21:26 AM
yeah looks like she's doing squats. everyone should do squats.
Posted by: csteez | Oct 9, 2008 9:33:37 AM
The ads may not be appealing, but this commentary is pathetic. Even if she were training her upper body, which she clearly isn't, it wouldn't be a bad idea. Strong arms and shoulders are a big part of running, too.
Posted by: blackmailismylife | Oct 9, 2008 9:57:09 AM
your anti-running tirade constitutes a hostile workplace in my book. we will discuss this at the town hall meeting.
saucony does have a rep in the 'serious runner' category. as for boston, i admittedly did not use the official facilities. but hey, times are tough: the marathon pumps $95m into the boston economy.
final thing: the downhills are actually the hard part. they tear up the quads. the last part of boston is so painful because of all the downhill running in the beginning of the race.
Posted by: Brian Morrissey | Oct 9, 2008 10:01:51 AM
Runners often get the runs, explosively; waiting is not an option.
Posted by: copyranter | Oct 9, 2008 1:06:20 PM
Well I got the ad and was inspired. I think they have truly managed to target serious runners (who buy several pairs of shoes a year). Obviously the commentator is not one.
Posted by: jeremy | Oct 9, 2008 2:57:03 PM
Apparently this dude has never seen a sprinter. Ever watch the Olympics?
Posted by: SHEEEESH | Oct 9, 2008 5:25:42 PM
Who writes these posts? Do you know less about running or advertising?
Posted by: Jess | Oct 9, 2008 8:07:36 PM
Your reaction to this ad, and all those that target runners, is pathetic. Your commentary makes me think that you are only able to create and appreciate ads that include you as part of the target audience. Which is so sad and naive.
The marathon is indeed the shortest part, as the three months leading up to is grueling. You might be able to appreciate these feats if you ever got off the couch and get to the gym.
Posted by: really? | Oct 9, 2008 11:44:30 PM
gee, i thought running helped burn off all that *angry* energy. little did i know. i'll just kick back all mellow and & have another milkshake. mmmmm.... delicious! and maybe a donut -- ahhhh, sprinkles! god, i could go for a snickers right about now...
Posted by: daveg | Oct 10, 2008 9:20:16 AM
This blog posting will likely make all of the runners out their just shake their heads - apparently David just doesn't get it. For anyone who has ever run a marathon or participated in any serious endurance sport this ad campaign hits the nail right on the head. Nice work Saucony.
Posted by: Marcie Blagden | Oct 10, 2008 3:39:42 PM
thanks for, um, setting me straight, Marcie -- have a donut!! (and if you run boston in '09, please use the facilities provided)
Posted by: daveg | Oct 10, 2008 6:49:05 PM
I run, but I hate it. No ad will make me love it. But for those who do, this is the type of ad that probably gets them pumped.
Posted by: thatguy | Oct 14, 2008 1:43:48 PM
Glad to see so many pro-runners standing up to this article.
David, clearly the mentality of these "serious runners" is something you should look into more.
Do us a favor, research the target audience a bit more and inquire about the strategy of agency before going out on a limb with your articles. Clearly you have no ground to stand on in this case.
Posted by: Cory | Oct 16, 2008 1:04:21 AM
How can you be so ignorant? Do some research on competitive endurance running before knocking the ads focused to reach such an audience. The shoe company is not trying to recruit runners, the sport does that just fine on its own. They want to simply recruit serious runners to their shoes.
And I feel the need to tell you, that the Boston Marathon is no leisurely run. Not only must participants qualify with specified times, but they stop timing after a certain amount of time. Runners who make it there are not worried about race hygiene, not about stopping in the portables, but about nailing their personal best time at America's most prestigious marathon. So runners, don't wait in line and go when you need to; I commend you!
Another point I feel I must touch on is the picture. You are asking why she is working her upper body while preparing for a race. She is not, in that photograph. The exercise she is doing are squats, an exercise that trains the quads and gluts (Both in the lower body, if you did not know: Quads=thy and gluts=butt.) Anywho, runners must train not just their legs but all muscle groups to be successful. In fact, it is said that a strong core(Stomach, back, sides, and butt) is the difference between a great runner and a good runner. The difference between a gold medal and a silver. And arm strength serves just as great of a purpose.
In response to downhill being the "easiest", that is just a ridiculous thought to have. In competitive running, there is no such thing as "easy". If you are interested in easy take up jogging or knitting =-). But it is factually proven that running downhill is harder on the body. Just because the cardiovascular work put into it is lighter does not at all make it easier. Running downhill takes such a toll on one's body. Muscles are torn up, joints are irritated (In some cases damaged), then foot and back problems arise from the impact of the stride on a downhill run.
It seems like you have a lot of issues, sir. None of us have lashed out at you in an angry way, just informative, and you accuse us for having "angry" energy. I am sorry, but you have the most hostile responses on here and you seem all but mellow (See post from 9:20am on Oct 10th). Those refined sugars do make people cranky when they are on the way out, so that may account for your negative attitude. You accuse us of bad hygiene (yea, it's all part of the race), but what about your own hygiene sir? It sounds like you do not have the best internal hygiene with your lifestyle(All those fats, simple carbs, sugars, and you choice to live as sedentary as possible). You have no reason to attack runners like you do. We do not attack people like you who do not run. We do not care. So why attack us? Next time do some research before criticizing an ad targeted towards serious runners.
As for Saucony, hats off to the great ads! Keep the inspiration flowing!!!
Posted by: Katie | Feb 18, 2009 10:21:06 AM
You are obviously not a runner and not the target.
Posted by: Keith | Mar 5, 2009 12:19:19 AM
