In a clever move, Asics and Golin London have enlisted Natasha Rothwell, a star of the acclaimed series The White Lotus, to critique wellness culture. The campaign, which parodies the lavish lifestyle often depicted in the show, emphasizes the importance of everyday movement over extravagant retreats.
Campaign Overview
The advertisement debuted on October 3, 2023, featuring Rothwell, who portrays a spa manager in the series. She invites viewers to escape to a picturesque oceanside setting, accompanied by a playful rendition of the show’s iconic theme song.
Mocking Wellness Trends
In the full ad, Rothwell humorously addresses the stereotypical offerings of wellness retreats. These include:
- Green juice
- Seaweed wraps
- Goat yoga
Instead of promoting costly wellness escapes, Rothwell champions a more practical approach. She advocates for taking a 15-minute movement break each day to enhance both physical and mental well-being.
Creative Collaboration
Directed by Matthew Frost and produced by Iconoclast, the ad is strategically released to coincide with the buzz surrounding the upcoming fourth season of The White Lotus, set to be filmed in France. Al Wood, Golin’s chief creative officer, highlighted the campaign’s message. “Exercise takes anyone to a happier place in just 15 minutes—whereas expensive and distant wellness escapes aren’t proven to do anything except lighten one’s bank balance,” he remarked.
Previous Campaigns
This collaboration is not the first for Asics and Golin. They previously created a campaign featuring Brian Cox from another HBO hit series, Succession. In that campaign, Cox portrayed a demanding boss, encouraging people to take regular breaks from their desks.
Through this new initiative, Asics and Golin aim to inspire consumers to prioritize accessible and consistent physical activity over luxury wellness destinations.
