Guess who’s back with an important message…

The world’s most terrifying boss, Brian Cox, stars in the new ASICS campaign, photographed and directed by Peter Franklyn Banks, who also directed the accompanying TVC. Shot in Glasgow with an incredibly talented crew, the campaign serves as a public service announcement for World Mental Health Day on October 10th. Highlighting the dangers of spending hours at your desk, ASICS encourages everyone to take a Desk Break and move their minds. The visuals, both still and in motion, capture Brian Cox’s commanding presence while delivering a vital message about prioritising mental health.