In Mike White’s hit anthology collection, The White Lotus, wealthy folks journey to lovely, fancy resorts, solely to spend most of their time depressing and typically getting murdered.
Sportswear model Asics and company Golin London tapped The White Lotus star Natasha Rothwell to spoof the HBO present and wellness tradition, encouraging customers to keep away from murderous resorts and simply get shifting near house.
Rothwell, who performs the spa supervisor of The White Lotus Hawaii within the present’s first and third seasons, teased the marketing campaign in an Oct. 3 Instagram put up exhibiting her welcoming folks to a fantastic oceanside escape, whereas a riff on the present’s iconic theme tune performs.
Within the full advert, launched on Monday, she mocks stereotypical facilities of a wellness retreat, together with inexperienced juice, seaweed wraps, and goat yoga. As a substitute, she argues for an “on a regular basis escape,” celebrating the bodily and psychological well being advantages of taking a each day 15-minute motion break.
The movie, shot by Matthew Frost via Iconoclast, is working throughout digital and paid social to tie into the excitement surrounding The White Lotus’ upcoming season 4, which will likely be filmed in France subsequent 12 months.
“Train takes anybody to a happier place in simply quarter-hour – whereas costly and distant wellness escapes aren’t confirmed to do something besides lighten one’s financial institution steadiness,” Golin chief inventive officer Al Wooden stated in a press release. “Hijacking the rising hype concerning the new season to make this level was too good a chance to overlook.”
Asics and Golin beforehand constructed a marketing campaign round one other HBO hit present, Succession, by casting Brian Cox as a imply boss like his character Logan Roy to encourage viewers to take desk breaks.
