This is a great running ad?
At Pearl Izumi, we don't jog. We run. And we think that matters. The thing is, running is endangered. You might find this hard to believe. After all, the number of entrants in your local 10K is surely on the rise, and every Saturday the park is packed with people prancing around in brand-new trainers, trying to nurture their chi or look good for their wedding or whatever. Unfortunaley, few if any of them are running. They're jogging, a half-hearted fore-aft movement of the legs with as much in common with running as bowling. And with all the jogging going on out there, runners are losing the soul of their sport. A sport that started with our ancestors running down dinner and remains to this day predatory at its core. Joggers are prey. Runners are hunters. If you belong to the latter group, revel in the fact that you sit firmly atop the bipedal locomotion food chain. And run like an animal.
To be honest, it is rather long. Also, I feel that your statements reflect a point of view that the Pearl Izumi company is likely not to have. I should know, I actually buy their products occasionally. I would be turned off by Pearl Izumi if I read that ad.
I do like the theme of how the Pearl Izumi are supposed to be for aggressive runners, like predators. It goes to the heart of runners who are competitive or weekend warriors. The "run like an animal" statement should be on a shirt somewhere.
However, there is no reason to start putting down joggers, which are likely to be the largest chunk of their customer base. You don't have to be so negative and talk about how they are "prey" or "prancing around".
I feel that if you were to accentuate the powerful nature of runners without disparaging others in the process, you might have a good ad.
Pearl Izumi
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£14.90
