• by Danielle Oster , Yesterday

Health tech company Oura Health partnered with Paramount Studios for a campaign centered around the launch of “Mission: Impossible -- The Final Reckoning,” the eighth and presumably final, installment in the long-running film series. As part of the agreement with Paramount, Oura Health acquired the rights to use stunt footage from the upcoming film, in a series of 30-second and 15-second TV ads launching ahead of the movie’s May 23 U.S. theatrical debut.

The ads promote the Oura Ring, a smart ring device used to track sleep and physical activity, highlighting its “physiological stress tracking” feature alongside action-packed sequences of the movie’s star, Ethan Hunt (portrayed by Tom Cruise), hanging on to the wing of a plane, running for his life, and otherwise pushing his physical limits. A message reading “The following stunts may cause a temporary stress response” appears near the beginning of the ad, with the tagline “Managing stress isn’t impossible” arriving near its conclusion.

“Tom Cruise: sprinting through Prague, clinging on an Airbus, scaling the world’s tallest building in Dubai, leaping across London rooftops, and riding a motorcycle off a cliff in Norway. All highly stressful,” Oura CMO Doug Sweeney wrote in a LinkedIn post. “Luckily, tracking your daily stress with URA isn’t Impossible.”

Leading up to the release of “Mission: Impossible -- The Final Reckoning,” the spots will run on national broadcast during programming including the NBA semifinals, the PGA championship, and the season finale of “Survivor.” Additional supporting marketing activations for the campaign include digital OOH and social media activations which the brand described as “designed to reach new audiences and deepen engagement with our existing community.”