Case Study: rebel – For the Long Run
Because sport doesn’t just shape bodies. It shapes lives.
Because sport doesn’t just shape bodies. It shapes lives.
Most sports campaigns chase the now: speed, sweat, results. But rebel wanted to say something different. Something more lasting. For the Long Run was a heartfelt reminder that fitness isn’t just a phase—it’s a lifelong relationship. And we’ll be with you every step of the way.
The story unfolds with gentle momentum: no voiceover, just music and movement. We open on a toddler, no more than three, running clumsily across a park at a family picnic. It’s playful, wobbly, joyful. A small moment that means everything.
That same motion carries us forward. She’s now at a school sports day—slightly older, slightly faster, the same determination on her face. Then again, older—mid-teens—competing in her first community fun run. The camera holds steady on her rhythm, on the ground beneath her feet, on the subtle changes in posture and presence.
Then something new: she locks eyes with another runner. A beat. A moment. The beginnings of a story.
We follow the pair into adulthood, now running through suburban streets together, life having taken root around them. Shared routine. Shared breath. Shared journey.
And finally, we see them again—aged, but still moving. Grey-haired, slower, but still running. Still side by side. Still smiling. The rhythm remains.
The music lifts. Titles fade in:
"rebel. With you for the long run."
"rebel. With you for the long run."
No slogans. No hard sell. Just heart.
From a production perspective, the film was crafted with minimalism and care. Natural light. Realistic settings. Seamless transitions marked not by CGI but by emotion: glances, footsteps, camera angles echoing one another over time. Costume, makeup, and casting played a vital role in helping audiences track the passing of time—subtly but unmistakably.
From a behavioural standpoint, the campaign deployed emotional time binding, nostalgia priming, and identity continuity. It anchored the rebel brand in life’s quieter, more enduring moments—far beyond spikes of performance. The message was simple: rebel isn’t just here for your next workout. It’s here for your life in motion.
Results:
47% lift in brand sentiment during campaign period (vs. seasonal benchmark)
4.9M views across broadcast, cinema, digital, and in-store media
Over 3,000 user-generated stories submitted using #ForTheLongRun
Notable spike in female brand engagement across 35+ age group
Selected for internal use by rebel as a long-tail brand positioning piece
Why it worked:
Because it made sport emotional, not aspirational. For the Long Run traded intensity for intimacy, goals for growth. And in doing so, it made rebel feel like what every great brand hopes to be: a constant companion.