"She Breathes"

4 April 2023

51s

In and out.

Like snowflakes (the real ones, not those dreamt up by Trump supporters), no two breaths are alike. Intrigued by what inhalation and exhalation convey about us, sportswear brand ASICS present this relatable commercial with an all-female cast and a soundtrack of—you guessed it—breaths.

Each one is triggered by a different sensation or feeling in everyday life: pain, frustration, anxiety, et cetera. If these are negative breaths, what do positive ones sound like? We find out when the cast switch to exercise mode.

The process becomes more deliberate, measured, and empowering, as energy is spent rather than taken away. Exercise, therefore, offers a welcome degree of control in a chaotic world, with ASICS keen to equip the target market before anyone else.

UK

Sports Shoes