The campaign, created by Fallon, consists of six-sheet posters and online executions with posters featuring a series of young, keep-fit fanatics who have tried and failed to outrun their Walkman.
In one execution, a man is seen collapsing in a gym as the treadmill keeps going and another on the beach, not being able to run any further as his dog waits by his side.
The strapline claims "50-hour battery life, the 1GB Walkman. Seriously long lasting".
The campaign is supported by online work using the same imagery and message in a number of online formats and environments. Sites being used in the campaign include: , , , , , , and .
The two products featured in the campaign are from the new Network Walkman range, the 20GB NW-HD5 and the 1GB NW-E400, boasting up to 40 and 50 hours' worth of battery life.
Chris Willingham, Fallon group account director, said: "The new Walkman products have a clear benefit that differentiates them from the competition.
"Battery life for personal audio products has become a real selling point and so our task was therefore to find a sample and interesting way to dramatise it for consumers."
The copyriter for the campaign is Jez Willy and the art director Al Divis, with media buying through OMD UK.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the