"We've found that a level of ambiguity creates a lot of passion
among our members and followers," added Mr. Becil.
Along with the out-of-home ads, at the crack of dawn on January
1, W&K New York staked out the Equinox club in New York's
Flatiron district to capture the first member to come into the gym,
now appearing in an online video illustrating "Commit to Something"
in the real world.
The idea took some commitment on the agency's part as well. "It
was like, hey, if we do it, let's do it for real -- we're all going
to have to be up on New Year's Day," said Mr. Parker. "That was a
bit of a challenge, but we wanted it to be authentic." The idea was
"to celebrate that first person," added W&K Creative Director
Sean McLaughlin. It proved risky and "we had some safeties," he
said, but the agency lucked out-- that first member showed up
early, even before the gym opened, after having just completed a
midnight race in Central Park.
The campaign will also continue in a series of animated
"minifestos" telling quirky stories of commitment rolling out
online and on social channels over the next couple months.
"We're not setting out to create fitness advertising," said Ms.
Nolan. "Our tagline is 'It's not fitness; it's life,' and the work
brings that to bear."