By Barry Janoff
April 28, 2016: According to Reebok, people live an average of 25,915 days — which translates to approximately 71 years — and the clock is ticking.
Reminding everyone that they have a "finite amount of time to push their limits, overcome every obstacle and to honor the body that they have been given," Reebok has unveiled a multi-media campaign, aptly titled "25,915 Days."
The effort, which is part of the brand's "Be More Human" platform, is a "rally cry for people to live up to their full potential, and continues the global fitness brand’s mission to change how people perceive and experience fitness."
The lifespan cited by Reebok coincides with the most recent figures from the World Health Organization, which shows that, on the average, males around the world live 68.5 years and women 73.5 years. (The average lifespan is actually lower is many places and higher in others, including Japan, where the male life expectancy is 80 years and the female life expectancy is 87, per WHO, which translates to approximately 29,200 and 31,755 days, respectively.)
“'25,915 Days' is a brave new chapter in our Be More Human movement," Yan Martin, vp-global brand communications for Reebok, said in a statement. "We’ve built our brand around celebrating a new breed of athlete — the everyday person who transforms their life through fitness. They aren’t working out to get thin; they are doing it to enrich their entire life.
"With 25,915, we wanted to go further and inspire people everywhere to honor the bodies they have been given, every single day," said Martin.
The effort is anchored by a 60-second spot that follows the life of one woman in reverse, from being a senior citizen who does über-jogging back to the nursery room, en route chronicling her passion for competition and running.
The spot highlights physically active events in her life, including participating in a Reebok Spartan Race, running through streets as she pushes her kid in a baby carriage, running through the woods (and encountering a bear), competing in school races and, in what was her first event, beating a boy in a race when she was a youngster.
Each event is accompanied by her age in days. It ends in a nursery filled with newborns and the text, "25,915: Days in the life of the average human. Honor the body you've been given."
The action is played out to "I Need Never Get Old" by Nathaniel Rateliff and the Night Sweats.
Lyrics include: "I needed to try/I need to fall/I needed your love/I'm burning away/I need never get old." (See the full spot here.)
A dedicated Web site enables visitors to calculate the number of days they have lived. And, conversely, also calculate the number of days they have left to live, based on Reebok's calculations of averages of age, gender and location.
Elements also include social interaction in which people can share how they are "planning to honor their bodies and their days remaining by sharing personal accomplishments" through #HonorYourDays and posting a customizable photo to Instagram, Twitter or Facebook.
A separate element, #BadgesOfHonor, asks people to submit photos of their workout and competition injuries, including but not limited to scrapes, bruises and broken bones.
Lead agency is Venables Bell & Partners, San Francisco. Reebok is a division of adidas.
“The spirit of the campaign is not one of fear, but one of hope and opportunity,” said Martin. “This campaign is designed to push and inspire people to do more to honor their bodies, because our time is ultimately limited — whether it’s as simple as climbing a few extra stairs or signing up for your first obstacle race.”