Reebok “Belly’s Gonna Get Ya”

Forgotten Adverts · 2000

Reebok “Belly’s Gonna Get Ya” was a 40-second British television commercial from 2000 in which a runner is chased through the city by an enormous anthropomorphic beer belly. Campaign catalogued the work under the alternate title “Reebok ‘Blob’”; the recurring warning “Belly’s gonna get ya” remains the preferred archive identity.

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 became a recognisable advertising reference point, later inspiring Reebok and Hanon’s 2018 Workout Lo Plus “Belly’s Gonna Get Ya” footwear homage.

The Chase

The belly pursues the runner through an urban environment, taking shortcuts along the way.
Its shortcuts include using a lift and riding a motorbike.
The runner escapes by clinging to a gutter as the belly goes into the water.

Built Monster 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.

Associated With

Reebok - advertiser; Lowe Lintas - advertising agency

Defining Feature

An enormous anthropomorphic beer belly pursuing a runner

Status

Unresolved - Canonical; exact transmission schedule unresolved

Campaign Credits & End Frame

Client: Reebok; agency: Lowe Lintas; writer: Brian Turner; art director: Micky Tudor.
Traktor directed the film for production company Partizan.
The closing shoe shot read “Lose your beer belly,” followed by “Reebok. Whatever your goal.”