Reebok “Belly’s Gonna Get Ya”
The Giant Beer-Belly Chase Advert
Forgotten Adverts · 2000
Archived on
Associated With
Reebok / Lowe Lintas - advertiser or agency
Defining Feature
An enormous anthropomorphic beer belly pursuing a runner
Status
Unresolved - Original campaign ended; exact final broadcast date unknown
Overview
Reebok’s 40-second “Belly’s Gonna Get Ya” advert sent a giant beer belly chasing a city runner.
The British television commercial appeared in 2000. Its pursuit moved through an urban setting and escalated through absurd shortcuts before the runner escaped at the water.
The work was also catalogued under the alternate title Reebok “Blob”. Its recurring warning supplied the campaign identity used here, while the closing shoe shot connected the chase to an exercise message.
Why It Mattered
Its comic, slightly grotesque pursuit turned exercise into something more familiar than elite sporting aspiration: trying to stay in shape, feel good and enjoy yourself.
The character remained recognisable enough for Reebok and Hanon to create a 2018 Workout Lo Plus “Belly’s Gonna Get Ya” footwear homage.
The Urban Chase
- The belly pursued the runner through an urban environment while taking shortcuts.
- Its shortcuts included using a lift and riding a motorbike.
- The runner escaped by clinging to a gutter as the belly went into the water.
Creature Construction and Effects
- Lowe Lintas designed the belly, which Asylum made from hollowed foam, latex, artificial hair and synthetic moles.
- An actor performed inside the costume.
- Post-production removed the actor’s legs and extended the body.
Production and Closing Message
- Reebok was the client, Lowe Lintas the agency, Brian Turner the writer and Micky Tudor the art director.
- Traktor directed the film for Partizan.
- The closing shoe shot read “Lose your beer belly,” followed by “Reebok. Whatever your goal.”
Sources & Records
- The Guardian — making Reebok’s giant belly advert — Documents the 40-second commercial, costume construction, actor performance and post-production effects.
- The Guardian — Reebok’s miniature belly promotion — Reports the promotional foam toys and planned charity auction following the advert’s reception.
Gallery
Credit
elephant.art
Licence
Historical Ephemera
Displayed for commentary, criticism, research and historical documentation where permitted by applicable law. No permission for reuse is granted.
Caption
The Reebok “Belly” campaign personified an obstacle to exercise as a pursuer following its runner through the city.
Credit
elephant.art
Licence
Historical Ephemera
Displayed for commentary, criticism, research and historical documentation where permitted by applicable law. No permission for reuse is granted.
Caption
Putting the pursuing belly on a motorised vehicle pushed the campaign’s physical joke beyond an ordinary foot chase.
Credit
elephant.art
Licence
Historical Ephemera
Displayed for commentary, criticism, research and historical documentation where permitted by applicable law. No permission for reuse is granted.
Caption
The chase continues above street level, keeping the oversized belly at the centre of Reebok’s surreal running advert.
Credit
Reebok advertising film; still from the supplied Belly's Gonna Get Ya video
Licence
Historical Ephemera
Displayed for commentary, criticism, research and historical documentation where permitted by applicable law. No permission for reuse is granted.
Caption
The Lose the Beer Belly slogan makes the chase's purpose explicit, turning an exaggerated creature into a comic warning about inactivity.