Fitness queen Jane Fonda returns to promote Supernatural workouts on Meta Quest

The past and future of fitness collide in a fun campaign starring Jane Fonda for the Supernatural workout app on the Meta Quest VR headset. Fonda, who’s now 86, revolutionized at-home cardio workouts with her videos back in the ’80s. Now, she stars in a 30-second spot from agency Mythology that’s styled like her old videos—but with Meta Quest goggles and glimpses of the Supernatural workout experience. Meta told Ad Age it enlisted Fonda because she represents the last time everyone got really excited about doing cardio at home. “She made it actually fun,” said Sapna Champaneria Kirk, head of Supernatural marketing at Meta. “With her, we are once again asking people to rethink their routines and try a new, more enjoyable way to get their cardio in.” “The parallels were compelling,” added Kim Haxton, creative director at Mythology. “Forty years ago, she revolutionized fitness by bringing fun, effective cardio workouts into people’s homes. Now, Supernatural is revolutionizing it again. Jane’s partnership is more than just a collaboration—it’s a powerful and persuasive endorsement of the brand and the future of fitness.” Mythology brought a number of creative ideas to the table. “But ultimately, it felt most compelling to lean into her ’80s fitness heritage and create an homage to the success she had at that time,” said Haxton. The campaign features New Order’s 1983 track “Blue Monday,” with a custom remix created specifically for the VR segments. Fonda worked with Leanne Pedante, Supernatural’s coach and head of fitness, on the choreography, blending her own iconic moves with Supernatural’s Flow workout. The campaign includes a special People magazine cover wrap styled after Fonda’s classic workout ads, launching Dec. 20. Paid media runs through Feb. 1. More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Fitness queen Jane Fonda returns to promote Supernatural workouts on Meta Quest

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