Reebook and Venables Bell & Partners really work up a sweat for “Be More Human,” an integrated global campaign that celebrates ordinary people who use sports and fitness in their quest for personal fulfillment and to serve the greater good. The campaign kicked off Sunday, Feb. 1 with a 60-second spot called “Freak Show” that will air during NBC’s Super Bowl pre-game show. The ad portrays people training at CrossFit, running the Spartan Race, and pushing themselves in their workouts. It then shows how that training helps them be strong in their daily lives, whether as parents or as firefighters.
The global push includes a microsite called the “Be More Human Experience,” which features interactive tools like a test to gauge “human-ness” based on your priorities in life, and a 3D visualizer that shows how physical activities like sitting or jogging affect the brain.
It also includes a social push called #breakyourselfie, which encourages people to share photos of their exhausted, post-workout selves.