These days, there are any number of serious, inspirational ads targeted at individuals who like keeping fit and working out -- but not so many comedic ones.
However, dairy brand Arla is taking that approach with a new U.K. TV spot for its protein product range Arla Protein. Created by Wieden & Kennedy London, and directed by The Bobbsey Twins from Homicide, represented by Blink, the ad features a guy taking part in an outdoor fitness bootcamp who manfully tries to keep his planking in place despite the attentions of an enthusiastic dog.
The voiceover addresses the "real keep-fitters of Britain" -- i.e. those who aren't professional athletes, but try to fit in a healthy lifestyle when they can. Steph Barker, Brand Manager at Arla Foods said in a statement: "The products in our Arla Protein range are tasty, convenient and easy to consume and this is something that really appeals to our target audience. Fitness and exercise is important to them but it's squeezed into their busy lifestyles -- they might run in the park, swim before work or squeeze in a gym session when they can. There is a big opportunity to open up protein to everyone, and not just the gym elite, with a bit of personality and humor."