Advertising: In This Case, It Is Rocket Science

This may be the only commercial ever filmed by VITRO that required a real-life rocket scientist. Then, again, it’s not every day that you build a giant floating shoe from scratch.

The 33byASICS collection was the largest product launch ever for ASICS America, and it came at a crucial time as the lightweight running shoe movement was gaining steam. For the ASICS GEL-Blur33, Vitro designed an integrated advertising campaign that leveraged the innovative lightweight technology behind the Blur33. To bring this innovation to life, Vitro conceived a television commercial in which a group of young technology enthusiasts set out to build a floating shoe, or “Gravity’s Archenemy.” Staying true to the spirit of invention, Vitro and ASICS decided to build a real floating shoe without the use of any special effects, or computer animation.

The final result was a 72 square foot replica of the Blur33 that hovered two feet off the ground. The creation required 3,000 ping pong balls, two industrial air compressors, 24 air valves, and nearly 800 separate guide lines and, yes, the services of a real life rocket scientist to make sure everything actually worked.