"The Breath"

11 June 2024

1 min 41s

In and out.

Rubberband direct this gorgeous tie-up between Spanish luxury fashion house Loewe and Swiss sportswear company On. If you prefer a louder, sweatier commercial, there may be one a couple miles down the road. What Jason Sondock and Simon Davis have come up with is far more brooding and, well, breathy.

Not a great deal happens, to be honest, but tune into its distinctive frequency and there is much to enjoy—perhaps even adore. Rather than run themselves into the ground, the cast take the time to breathe in and breathe out. Wherever they are, whatever the weather, it's important just to take it all in.

Decked out in clothes and shoes made for both the calm and the storm, everyone takes a moment to reflect, regroup, and respire. Both the cinematography and the sound design are top-notch, as the two brands encourage runners to do a Ferris Bueller: slow down and look around once in a while.

UK

Perfume