Oura has teamed up with Paramount Studios to develop an advertising campaign tying in with the latest “Mission Impossible: The Final Reckoning” movie.
At the heart of the “Mission Impossible: Managing Stress” campaign is the Oura Ring, a smart wearable device that tracks sleep patterns, physical activity, and physiological factors. Utilizing actual stunt footage from the upcoming film, the ads juxtapose the exploits of Tom Cruise’s Ethan Hunt with the calm assurance of stress management through technology.
Spots rolled out nationally during major events like the NBA semifinals, the PGA Championship, and the “Survivor” season finale.
Here’s what iSpot’s Creative Assessment platform revealed on actual viewer response to the :15 ad in the campaign.
The Details:
- The :15 “Mission Impossible: Managing Stress” was a highly attention-getting and watchable creative to American gen pop viewers—and sparked the highest level of Curiosity.
- While Frenetic in pace (as are the movies), both the characters and visuals significantly dominated the viewer experience relative to the average mobile device ad over the past 90 days.
- Not surprisingly, males were a stronger audience for Oura but the creative saw 58% express positive intent.
- However, the Oura brand was not at all central to the :15 spot, lending much of that intent to the movie rather than Oura itself. After a single view, 22% of viewers recalled Oura (unaided), with 36% recalling Mission Impossible (the largest portion of non-matches).
- Another 22% responded that they could not remember a brand or that the branding went by too quickly to catch.
- While Frenetic in pace (as are the movies), both the characters and visuals significantly dominated the viewer experience relative to the average mobile device ad over the past 90 days.
- Viewer comments indicate that viewers generally missed the visuals of the Oura ring as presented in the short form ad, with opening branding and/or audio branding a possible quick-fix:
- Others completely missed the presence and believed the spot was solely for the movie, while some also felt they would have preferred more information on how the Oura ring specifically manages stress—the concept was indeed of interest (an opportunity for future creative).
- As such, quick edits could be very helpful to ensure Oura benefits from the co-marketing effort, particularly given the favoring of the :15 on national linear over the two weeks ending 5/14/25.
- A below-norm Attention Index in-market (92 for the :15) indicates a higher Interruption Rate vs benchmark for the media placement. This points to opportunities for optimization of media execution given that the creative was indeed Attention-getting and highly Watchable to consumers.
- Others completely missed the presence and believed the spot was solely for the movie, while some also felt they would have preferred more information on how the Oura ring specifically manages stress—the concept was indeed of interest (an opportunity for future creative).
Sample comments on the :15 “Mission Impossible: Managing Stress”
“The ad was intense and action-packed, which instantly caught my attention. It made me feel excited and curious about the new ‘Mission Impossible’ movie. The quick cuts and dramatic music really built suspense, and I’m now looking forward to watching it.”
Male 36-49
“The ads say that the ring will monitor your stress level, but it doesn’t say how it will help. I love ‘Mission Impossible,’ but not enough to buy or sync a ring with vague promises. I want stress relief because the crazy changes in the world right now are stressful. I want commercials that are more focused on real life—the stressor and the solution.”
Female 36-49
“I’m sure there would be better ways to advertise a new ‘Mission Impossible’ movie. The cut with the ring and words didn’t add up to me with the scenes shown in between.”
Male 21-35
“I think the ad has potential, but I don’t really know what it was specifically trying to promote. I’m not sure if it was trying to promote the movie or anything, but I like how it’s short and concise, but it was kind of boring.”
Female 16-20
“It technically does say something about the product but it’s more of a movie trailer than about the product. It’s really a bad ad if you’re trying to sell whatever you are trying to sell.”
Male 16-20
“Great movie. I love movies! I love Tom! I already bought the tickets! The movie industry is doing great! There is some dark side to it. We have to change that, but overall, this is great!”
Male 36-49
“I personally do not believe a ring could help manage stress. I believe in therapy, medication. and meditation, I don’t think a ring could help manage stress. Maybe go into a little more detail or explain how it works to try to sell it.”
Female 16-20
“Oura is a perfect stress management device that comes in the form of an attractive ring. This was also supporting the new Tom Cruise ‘Mission Impossible’ movie, which looks awesome.”
Male 36-49
“It’s cool that there is another ‘Mission Impossible’ coming out. It’s definitely been one of my favorites in the past. It looks pretty good and full of action in the ad.”
Female 21-35
- Response to the :15 tie-in was above-norm among watchers/followers of most sports, suggesting media placement options:
- Of the Oura creatives tested over the past year, the :30 “For Your Best” achieved the strongest positive response, with the :15 (still on air) also faring well vs category benchmarks:
- The :15 “Mission Impossible: Managing Stress” saw no strong skews across ethnicity, but did find a stronger audience among those earning $75K+ (aligning well for the brand):
Ineffective creative, even if delivered to the right audience, results in missed opportunity and performance shortfalls. Great creative delivered poorly also results in failed campaigns.
Schedule a demo to find out how your brand can partner with iSpot to quickly solve both challenges simultaneously, delivering high-performing creative while boosting the effectiveness of planning and in-market execution to achieve—and outperform—campaign objectives.
Created with: Paramount Studios