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| Run for your life | |
| by Jason Stone | |
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This is the last of a trio of recent commercials confronting the public with the reality of running. Forget all that nonsense about euphoric highs as the joy of exercise inhabits your body as it's pushed to the limits, running is about pain, dogged endurance, and throwing up once you cross the finish line. The technique here is deliberately lo-fi in a bid to amp up the authenticity. It works. Magaforce's POV photography generates tremendous intimacy, and the viewer feels every step as the protagonists face the agony of their determination to compete.
Product Category: Sportswear
Territory: UK
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