New Balance Love Hate Relationship with Running

New Balance Running Shoes are being promoted in a campaign, “LOVE/hate”, highlighting runners’ complex love/hate relationship with running. New innovations in running shoes are introduced in the context of runners who face disillusionment and discouragement, who feel like quitting their relationship with running. A 60 second Anthem is followed by four 30 second spots, Bench, Party, Rain and Shower.

New Balance between Love and Hate


You were in a relationship with running. A love/hate relationship. Running kicks you out of a warm and cosy bed into a cold hard world. Running calls you at all hours of the night. Running gets you up at the crack of dawn and keeps you at practice long after play has left the building. Every day with running is a question of your commitment. And running’s not afraid to ask. Yes my friend it is a complex and torrid affair. It is a constant balance, a balance between joy and pain, work and play, a balance between love and hate. Everything we do is geared toward tipping the balance. This is the new balance.

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You broke up with running last week. And now you see running everywhere, looking really really good. The 768 Stability system, optimal support for long stable relationships with running. Love running more.

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You have given running your entire summer vacation. You have given running an hour before and an hour after practice, your Saturday mornings and your late night (). And what has running given you? Just a half step in overtime. The 8508 with NB zip energy return. The more you give the more you get. Love running more.

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Running knows when you’ve cheated on it. Running knows when temptation may lead you astray. Running knows when you’re thinking of calling the whole thing off. But both you and running know you won’t. Nothing spices a relationship like a hot sweaty makeup run. The 1062 Cushioning System keeps things smooth between you and running. Love running more.

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Your relationship with running has been tough lately and today you’ve been thinking of calling the whole thing off. But you know that running has a very hot friend called Victory and one day maybe, just maybe, menage a trois. The Sonic Speed collection dedicated to increasing your love of running. Sports Authority Dedicated to the dedicated.

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The New Balance Love/Hate campaign was developed at BBDO New York, by chief creative officers Bill Bruce and David Lubars, executive creative director/copywriter Greg Hahn, senior creative director Mike Smith, associate creative director/art director Brandon Mugar, copywriter Mike Smith, executive producer Diane Hill, executive producer Lisa Marguiles and assistant producer Sarah Janowitz, director of Integrated Production Brian DiLorenzo.

Filming was shot by Fredrik Bond via MJZ with director of photography Jess Hall.

Editing was done by Adam Pertofsky at Rock Paper Scissors.

Music was produced at Squeak e. Clean, composed by Sam Spiegal, Brent Nichols, Rusty Logsdon, with executive producer Zach Sinick.

Visual effects were developed at The Mill, New York, by executive producer Gabrielle Gourrier, with sound designer Kim Christensen (represented by Ear to Ear). Special effects were developed at Noises/Digital by Kim Christensen. Sound was mixed at Eleven Sound by Jeff Fuller.