A new campaign for The Gym Group, the U.K. low cost fitness chain, sets out to tackle so-called "gymtimidation" by way of humor, and a music video about your "gym face."
The first work for the brand from Lucky Generals, which won the account earlier this year, is based off research that found that one of the barriers to people joining gyms is feeling self-conscious and lacking confidence int he gym. To show people that they aren't alone, the campaign revolves aroundthe idea that "we all have a gym face." The music video, narrated by comedian Will Hislop who has gained fame on Twitter, shows a variety of different characters grimacing and gurning at the gym, while orrowing from the tropes of famous workout music videos.
The ad was produced by Biscuit Filmworks and directed by comedic duo Jocelyn De Boer & Dawn Luebbe ("Greener Grass") in their first U.K. shoot for a British advertising company. The music was recorded by Leland Music and can be downloaded on all music streaming platforms, including Spotify and Apple Music.
The overall taglinefor the campaign is "We're with you" and it comes as The Gym Group aims to recruit people who say they would normally feel out of place in a gym.
“Gymtimidation’ is a very real issue, particularly for women," said Emily Kortlang, group brand and marketing director at The Gym Group, in a statement. "We’re determined to reassure the nation that we understand their fears and will be there to support and cheer them on in their fitness journey – our whole group is behind them. We’re proudly mass market; but low-cost no longer needs to mean low quality and we wanted to reflect this confidence in our offering within the campaign. We needed a creative agency who would be up for challenging category norms."
Danny Hunt, creative director at Lucky Generals, added: “We're with you’ is a big idea that is going to show people that The Gym Group will do whatever it takes to support you on your fitness journey. Starting with making gyms a bit less intimidating. Tonally, we decided the best way to stand out in what can sometimes be a cold and intimidating category is to be honest, insightful and to say things with a smile. Or, in this case, with a Gym Face."