Sports brand New Balance is clearly targeting the Gen Zs in a beautiful piece of work via VML&R New York.
Called ‘Impatience is a virtue’, the ad stars teen tennis sensation, the 17-year-old Coco Gauff. Alongside Gauff is 21-year-old US Olympic sprinter Sydney McLaughlin; while actor and activist, the 22-year-old Jaden Smith, completes the trio. Smith has been a longtime crusader for clean water to underserved communities, hence the reference in the ad.
LA Clippers basketball star Kawhi Leonard and Senegalese and Liverpool soccer star Sadio Mané are also referenced.
Check out the spot below:
In a statement, New Balance described the work as as “a twist on the old adage that Gen Z has heard all their lives. But this generation isn’t waiting around for someone to give them the keys to entry. Instead, they’re figuring out the path to success for themselves.
“They’re leading the charge on some of the most important issues of our time, from climate change to mental health and sustainability. They’re fed up with someone telling them what they can’t do. For them, impatience is a virtue.”
