Speedo's first global TV campaign in more than a decade urges athletes to change up their routine and include swimming.
A 60-second ad, created by Iris Worldwide, shows cyclists, runners and yoga enthusiasts pushing themselves to the limits, with their movements mirrored by those of swimmers in a pool. A voiceover tells viewers, "The most powerful thing you can do to your routine is to change it" and to "swim your way to a new level of fitness." It ends with the tagline: "There's fit, and there's Speedo fit."
The campaign is aimed specifically at the fitness enthusiast market, to encourage people to challenge the regime. Speedo VP of Product and Marketing Jamie Cornforth said in a statement: "The idea was a completely different approach for Speedo, in looking at how swimming could actually benefit performance in other sports. We wanted to challenge convention and routine; the film we've created shows so much passion, focus and dedication that I hope it will encourage fitness fans to do the same, to help build a global swim movement."
The commercial, directed by Lars Torvik of Agile Films, will be adapated for local markets, and will run globally in the 170 regions Speedo is present across TV, social media, digital and print.