Tough Mudder wants you to get dirty again

First global campaign positions obstacle course as return to reckless childhood

Tough Mudder is more than that very dirty obstacle course your one friend keeps posting about on Facebook. It’s a return to childhood, a chance to recapture that "thrill of youth," when you and your friends "devoured life by the backyardfull." So says its first global ad campaign, We Are Tough Mudder, developed by new AOR Rokkan, which is part of Publicis Groupe. Airing in the U.S., Australia, Canada, Germany and theUK, the four spots — three :30s and one :60 — use the rallying cry #ItsAllBeenTraining to recruit new racers. More campaigns are expected later this year.