Kure gave GB pentathlon such an edge the team would finish events early. Success Waiting asked what world-class athletes do with the spare time? 

The answer was hobbies, hobbies to fill the slightly ridiculous wait for the rest of the field. Humour lowers the guard against the claim the ad is making, people process the joke and still take the benefit with them. 

We showed the phenomenon, then the new habits, then the fruit of the labour, an immersive social run that let the product sit inside the punchline. Soft, playful, and specific to two partners who could only tell this story together