Movement Clears the Mind

ASICS turns a 10-minute run into a mental reset—while TikTok predicts trends early, Amazon shortens creator-to-commerce, and Google pushes brands harder toward first-party data.

Author

Javier García
December 14, 2025 • Estimated Reading Time: 6 minutes

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Introduction

Welcome to another exciting week!

Table of Contents

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Best Ad of the Week

ASICS – “The Desk Break” (2025 Global Mental Health Campaign)

ASICS’ “The Desk Break” targets a modern problem hiding in plain sight: long hours sitting still. The ad shows people in different jobs glued to their desks. Emails pile up. Meetings drag on. Shoulders tense. Then, one by one, they stand up and go for a short run. Not a workout. Just a break. Ten minutes outside changes everything. The film ends with a simple line: “Movement clears the mind.”

Key marketing lessons

• Own a specific problem: ASICS focuses on desk fatigue, not generic fitness, making the message feel precise and relevant.
• Reframe exercise as relief, not effort: Running is positioned as a reset, not a performance goal.
• Align product with wellbeing: Shoes appear naturally, supporting the idea without dominating it.
• Behaviour-first storytelling: The ad sells a habit, not a routine, which lowers resistance and boosts adoption.
• Purpose rooted in brand truth: ASICS’ long-standing link between movement and mental health is expressed through everyday behaviour, not slogans.

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Weekly Tip

Name the Objection Early

Readers often hesitate for the same reasons. Addressing those doubts upfront builds trust and keeps attention.

• Identify the most common hesitation your audience has
• Acknowledge it directly in the message
• Clarify or reframe it before moving on

When you say the doubt out loud, you remove friction and make the message feel honest and confident.

Weekly Challenge

Alt Text Optimization

This week, improve discoverability without changing your content format:

• Write custom alt text for every image you post this week
• Describe the visual clearly and include one relevant keyword naturally
• Keep it readable, not stuffed with terms
• After the week, review reach and impressions from non-followers

Alt text is an overlooked lever that helps platforms understand and surface your content more effectively.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

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