Brian Cox Says ‘F*ck the Fruit’ in Asics Mental Health Campaign

Asics enlisted Succession actor Brian Cox for its new campaign urging employees to incorporate movement into the work day to improve their mental health.

In “The Desk Break,” created by agency Golin, Cox portrays a mean boss, a personality similar to his Succession character. For the Asics spot, he says that the “deadliest thing in the office” isn’t him but our desks.

“Look at you. Trading your own mental health for free fruit and a Wellness Wednesday… fuck the fruit!” he says, mocking companies’ poor attempts at prioritizing mental health.

The public service announcement-style ad calls on office workers to step away from their desks and add at least 15 minutes of movement to their day to not only exercise their bodies but also their minds.

To double down on this, Asics also created The Desk Break Clause, an employment contract clause that would give workers the legal right to 15-minute movement breaks in their day beyond standard breaks. The ads encourage workers to ask their companies to add the clause to their policies.

“At Asics we champion the power of movement, not just on the body, but also on the mind. It’s why we’re called Asics – an acronym for the Latin ‘Anima Sana in Corpore Sano’ or ‘Sound Mind in a Sound Body’,” Gary Raucher, executive vice president of marketing at Asics, said in a statement. “We’re proud to be turning that purpose into action and encouraging not only our employees but the rest of the world to move their minds.” 

The retailer also conducted an experiment with researcher and physiotherapist Dr. Brendon Stubbs of King’s College London, which found that taking a daily desk break for one week lowered stress levels by 14.7%, boosted productivity by 33.2%, and improved focus by 28.6%. The research coincides with the retailer’s State of Mind study, which revealed a strong connection between sedentary behavior and mental wellbeing.

Movement for mind

“Desk Break” continues Asics’ Movement for Mind initiative that began in 2021 and provides guided audio sessions with health and wellness experts to promote a sound body and mind. Recent campaigns like “Move Her Mind,” “15 Minute Weight Loss,” and “Little Reminders” have also explored the relationship between exercise and one’s mental wellbeing.

“We’re focused on driving preference and giving people a clear reason to choose our brand,” Raucher told ADWEEK.

Other athletic retailers have tapped into the mental health space in recent years, too. Brands like Lululemon and New Balance have also provided mental health resources through courses and guided meditations.

The new campaign runs across out-of-home (OOH), digital, paid social, earned, and influencer activity. On World Mental Health Day (Oct. 10), Asics aims to inspire workers to take a break and tag #DeskBreak with a photo of their empty desks. The images shared will raise funds for mental health charities around the world.