With the launch of Total Fit, New Balance wanted runners to consider them for their next shoe purchase and see the brand as an ally in their love-hate relationship with running. In the campaign, we bring to life, in artful and inspirational way, the struggles a runner faces. In this case, the difficulty getting motivated (as represented by the bed, sheets and blankets) slows the runner down. As she conquers the struggle, we introduce the Total Fit of New Balance as a tool to help people hate RUNNING less and LOVE RUNNING more.