UNNA’s new campaign, “MILES SMILES,” is a breath of fresh air in a world that often takes running—and life—too seriously. Instead of focusing on miles, personal bests, or breaking records, it reminds us that running can be about something simpler: joy. The campaign, created with the writer-director duo BABYBABY and supported by Giants & Toys, takes a humorous and heartfelt approach to running culture, showing how the pressure to perform can sometimes overshadow the simple pleasure of moving your body.

At the center of the campaign is Marinus, a runner who plays the role of Miles, a man spiraling into an existential crisis over his own name. Through a mockumentary-style film shot by Stellan Runge, the campaign explores the tension between discipline and joy, performance and play, and obsession and freedom. It’s absurd, relatable, and a little bit silly—but it also makes you think. Why do we put so much pressure on ourselves? Why can’t running just be about running?