Brian Cox Is the “World’s Scariest Boss” In ASICS’ World Mental Health Day Campaign

As a seasoned gamer with countless hours spent hunched over my gaming console or computer chair, I can’t help but feel a pang of recognition when I see Brian Cox’s daunting wooden desk in the ASICS’ World Mental Health Day campaign. The data presented about the negative impact of prolonged sitting on mental health and the subsequent increase in stress levels is undeniably alarming, especially for those of us who pride ourselves on our marathon gaming sessions.

As a dedicated admirer, I’d like to share my take on the fascinating role Brian Cox, renowned Scottish actor and star of Succession, recently took up. Instead of portraying a character with a fiery temperament as he often does, he transformed into the “world’s most intimidating executive” for ASICS’ World Mental Health Day campaign. In this gripping 1-minute video, Cox is seated behind an imposing wooden desk, unveiling disturbing data that could potentially jeopardize your mental wellbeing in the workplace.

ASICS’ Public Service Announcement features him educating viewers on the potential harm of sitting for more than two hours straight. The ad shows a relaxed yet authoritative figure, who encourages us to get up and exercise, demonstrating his leadership style while wearing a formal jacket, shorts, and ASICS sneakers.

ASICS undertook a worldwide study titled “State of Mind” on World Mental Health Day, involving 26,000 participants and their relationship with work settings. The findings showed that our mental health deteriorates after just two hours, while stress levels surge by 18%. However, incorporating just 15 minutes of daily physical activity can enhance mental health and productivity by a significant 22.5% according to the performance brand’s initiative focusing on movement.

Take a closer look at ASICS’ World Mental Health Day campaign above.

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