Instagram/@natasharothwell
It seems a multinational sportswear company pulled off a new marketing campaign with Natasha Rothwell: an actress and writer who ironically and humorously addresses issues of contemporary wellness culture. More and more costly retreats aside, the ‘Everyday Escape’ campaign supports the notion that what one might truly require for mental well-being is just a little click of simple movement. Rothwell backs the well-grounded monologue against fashionable and expensive-style wellness predicaments and advocates laidback movement.
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The day began with a mellifluous, almost spiritual greeting. “Welcome beautiful human. Yes you. Welcome to your escape,” Rothwell soothes, offering tranquility. The tone greatly follows with the disembowel of jargon typical of mainstream wellness cliches: “Listen real talk. You don’t have to fly halfway around the world to sip 60 dollar green sludge that tastes like grass. Or even be wrapped in seaweed like a sad sushi or be whispered to by a tiny horse or a yoga go. Get off me yoga go.”
With a great alternative pun, she then makes it clear: “I hate to break it to you. That escape you’re looking for? It’s called movement. It doesn’t cost a thing. And it actually works. Because when you move your body, you move your mind.” The campaign must summarize the message: “15 minutes of movement can boost your mood more than a week at a wellness retreat.” To help spread the message, viewers are encouraged to share their personal experiences using the hashtag #EverydayEscape.
The comment section exploded into cheers and praise for Rothwell’s performance; many related the brutal performance with the character Belinda in the anthem HBO series ‘The White Lotus.’ One promptly wrote, to the chagrin of many: “Gurrrrrl u had me thinking another White Lotus was coming!!! Lol but I’m here for this tooo ….yay movement🙄….lol ❤️.” The sentiment expresses this bittersweet feeling many shared, having been ensnared by the bait laid out by just the aesthetic of the opening frame.
Another user chimed in with the same basic sentiment, albeit in a more cutting tone: “The fact that this isn’t about the next season of white lotus is devastating.” The casting was very smart since it pulled anyone familiar with Rothwell’s impeccable comedic timing, hence rapturing them with the wellness message far more effectively than typical corporate advertising.
There was obviously a more sympathetic thrust behind the considered ‘White Lotus’ shoutouts than promoting accessible movement alone. Many users began to post their own versions of the routine to support the #EverydayEscape prompt. One documented the benefits of their utmost outdoor activity for mental health: “Outside is freedom! Running in the trails is my daily escape to clean my mind and soul! 🌳⛰️💆🏼♂️🏃🏻➡️.” That sentiment is what the entire campaign has tried to convey: a loud whistle saying that exercise is neither a chore nor an exercise, but an active meditation and a path to liberation.
Moreover, it engaged the loyal customers of the brand. Another admirer uttered something along the lines of “The only brand shoe I feel comfortable wearing to a run or running errands! 💕.” That would be a practical endorsement for an advertisement that emphasizes comfort and performance on the product, making the uplifting message fair and credible.
The most powerful comments were those made by users who were genuinely inspired and given hope by the video, revealing how it has impacted their lives. “I love this 🔥 My #EverydayEscape was my 10km this morning,” one user happily responded while describing a more ambitious morning routine. Another disclosed her down-to-earth yet more entertaining rendition of the campaign’s fancy term for “movement”: “My #EverydayEscape is the morning dance rave I have while getting ready for work.” Those last two utterances are proof of the commercial literally making an impact while going into everyday life endorsing this central idea that an “escape” can be either a hard run or an easy, joyful dance.
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One user questioned; “The cleverness of the campaign, there’s no forgetting it.” It was because the success of ASICS’ sarcastic dig at the exploited wellness world came from laughter and the star power of a dearly beloved celebrity. Instead of being some ploy asking you to purchase into an idea about wellness, the ad ironically and effectively pokes fun at the absurdity of some trends and then spells out one simple, no-nonsense solution. Natasha Rothwell and ASICS put out a witty reminder; in this world so obsessed with self-care, sometimes the best escape is just a walk around the block.
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