Creative in association withGear Seven

Cricketer Joe Root Battles His Future Self in New Balance Ad from BMB

Advertising Agency
London, UK
‘My Future Self’ is built around the concept of the opportunities for self-improvement which both athletes and individuals can identify with

Creative agency BMB has launched new 30 second and 60 second spots for New Balance’s ‘My Future Self’ campaign.

Breaking from Wednesday 17th May, the campaign runs for three weeks across social and digital channels. It builds on the agency’s brief to increase brand consideration in the UK.

‘My Future Self’ is built around the concept of the opportunities for self-improvement which both athletes and individuals can identify with as they train and redefine personal ambitions and motivations.

This second film of the campaign features new England Test Cricket captain Joe Root. It will launch on Video on Demand (VOD) and across New Balance’s social channels.

Entitled “The moment you think you’ve made it, you’re finished”, the film explores the psyche of an athlete at the pinnacle of his career. Does he take his foot off the pedal or does he carry on climbing? For Joe Root, who was made England Cricket Test captain earlier this year, he knows better than many how that feels. This film is his personal message to his future self to keep pushing further and to never get too comfortable.

The film follows on from the first in the campaign, “Dear 677”, which featured the England cricket team speaking to the future of the game.

The campaign will continue to run until September with a series of long and short form films available on and the brand’s social channels. These feature New Balance athletes Heather Watson and Callum Hawkins, and run alongside shorter form social content featuring New Balance brand ambassadors Shona Vertue, Fran Halsall and Pennie Varvarides.

Content will be distributed extensively across social media with formats created and optimised for Facebook, Twitter, Instagram and Snapchat and supported by the hashtag #MyFutureSelf to encourage user engagement.

Samantha Matthews, UK Brand Marketing Manager for New Balance, said: “Joe is a fantastic advocate for New Balance’s brand values and it is his passion and hunger to succeed that we hope will inspire our audiences to pursue their goals in their drive to become the best version of themselves. Joe is one of those athletes that knows no matter how successful he has become, the real work begins now.”

Jules Chalkley, Chief Creative Officer at BMB added: “Joe Root has arrived at the pinnacle of English cricket. We wanted to explore the tenacity and mental drive of someone who has a future ahead of him as a great captain and who is aware of the challenges and opportunities he will face. We dramatise his rejection of complacency as he aims even further and higher. At the same time we wanted to capture the more raw side of cricket - a sport that is both a mental and physical test, a game that pushes the mind and body to the limit.”

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