'Incredibles 2' Disney-Pixar Draws On Asics Campaign To Help People Feel Super
Thursday, May 31, 2018 at 10:32AM By Barry Janoff
May 30, 2018: Sport performance brand Asics has joined a roster of more than a dozen brands tying in with the upcoming release of The Incredibles 2, with a multi-media effort focusing on health and intended “ to get families moving this summer.”
The deal with Disney·Pixar includes TV, a line of limited-edition footwear and a series of exercise videos based on the superpowers of the Parr Family: strength, stretch, stealth, balance and speed.
Asics said the effort fits under its recently released “I Move Me” global campaign, “which aims to inspire people to get active and move regardless of who they are and how they move.”
Disney said the Asics campaign complements its Healthy Living commitment, “which seeks to help and inspire the whole family to be happier and healthier by eating better and being more active together.”
The alliance will see The Incredibles 2 leg of the “I Move Me” campaign activate in Asics' flagship stores in such cities as London, Paris, Amsterdam, Brussels, Barcelona and Madrid, which will feature a “special super furniture set with Asics FrontRunners ( the brand's ambassadors of movement) running workout sessions.”
As part of multi-media marketing, a dedicated animated spot, “Calling All Families,” shows the Parr family in action, interspersed with text: “Calling all families. Your mission begins . . . Get active. Move together.” The spot ends with a shot of the limited-edition Asics shoe line and the tag, “I move me.”
According to Robin Karakash, director of integrated marketing communications for Asics EMEA, “Around the world, rates of physical activity are dropping, especially amongst children, so our mission at Asics is to get generations of families moving more.
“We are certain that we'll be able to inspire thousands to move and enjoy the power of exercise."
Other The Incredibles 2 tie-ins include Alaska Airlines special-edition plane, Tomy's Lamaze Incredibles toys, Lego The Incredibles 2 video game, Jakks action figures and accessories, swimwear/activewear from Trina Turk, Kleenex special boxes, a trio of Chrysler commercials for the Pacifica family van, Coppertone “Incredibles” kids’ images on its kid-oriented sunscreen products, Juicy Juice on-pack images, Best Western, Bounty paper towels, McDonald’s Happy Meals toys, Clorox and Horizon Organic.
The movie, written and directed by Brad Bird, is due in theaters June 15.
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