Brian Cox gets moving with ASICS

If you have a point to make, and to be made in as forthright and, let's face it, grumpy a manner as possible, you better call Logan Roy...

In this important new campaign created by Golin, activewear brand ASICS recruits Succession star Brian Cox to motivate workers to get away from their desks and move for their mental health. 

At the heart of the initiative is this simple yet effective hero film, directed by Peter Franklyn Banks through Kode Media, which sees Cox playing the world’s scariest boss, delivering a PSA to rally office workers against the silent threat to our mental health—the desk we work at every day.  

He calls on employees to put their mental health first by taking a short movement break, during the working day.  

Al Wood, Chief Creative Officer, Golin said: “We loved the idea of ASICS stepping out of the exercise world to take on office culture in ways you wouldn’t expect from a sports brand. From putting the world’s scariest boss in shorts, to using employment contract law to help people create change. A balance of entertainment and action to get workers away from their desk”  

Actor Brian Cox, said: “I’ve played some pretty intimidating characters in my time but who would have thought a desk could be scarier? It’s great to see ASICS try and do something about this and encourage people to support their mental health through exercise. As I say in the film, run, jump, roller skate. I don’t care. Just move for your mind.”