• by Sarah Mahoney  @mahoney_sarah, May 2, 2016

Ever wonder how much time you’ve got, to get back in shape, give or take? Reebok knows, or at least pretends to, and is harnessing the flinty power of actuarial tables in its latest ad.

First, the spot inspires you to do more with the 25,915 days the average person is given. Second, it offers a digital experience to let people calculate how many of them they've already frittered away.

The ad, called 25,915 Days, is the latest in Reebok’s “Be More Human” campaign. It starts with an older woman tackling a Reebok Spartan Race. (Yes, she stumbles through the mud.) But it quickly moves backward, providing flashes of her lifetime commitment to running, pushing a stroller, a college-era sprint in her underwear, schoolyard races and ultimately, ends with her as a newborn in a hospital bassinet. 

Urging viewers to “honor the body you’ve been given,” the Adidas-owned brand also has a digital site where viewers can enter their birthdate to get their precise day count, and share it in their social media channels with an #HonorYourDays hashtag, along with a customized photo. (The campaign is based on a global life expectancy of 71. In the U.S., it’s 78.8, so outraged participants can ask Reebok for a rebate of 2,847 days.)

“The spirit of the campaign is not one of fear, but one of hope and opportunity,” says Yan Martin, VP of global brand communications at Reebok, in its release.  

“This campaign is designed to push and inspire people to do more to honor their bodies, because our time is ultimately limited -- whether it’s as simple as climbing a few extra stairs or signing up for your first obstacle race.”

Venables Bell & Partners created both the ad and the Web experience, which it introduced at its U.S. headquarters in Canton, Mass., using an influencer panel hosted by Jessica Mendoza, an ESPN anchor, for the launch.

Reebok, owned by Adidas, reported a 5% increase in sales in its annual results, released last month. While brands like Nike, Adidas, and Under Armour focus more on team sports, Reebok has tried to sculpt a niche for itself in the fitness segment. It is the exclusive outfitter for both CrossFit and the CrossFit Games, sponsors the Reebok Spartan Race; and is also the exclusive apparel provider for Les Mills.