The first campaign for a new Virtual Reality fitness brand Fitxr reminds people why they really shouldn't want to go back to the gym.
A spot by London agency Uncommon, which was appointed in June to handle the U.S. launch of the brand, pokes fun at the current state of the fitness industry. It splices together images of early morning public workouts in sweaty gyms, people's "backs, sacks and cracks," extreme weight lifting, ice swimming, protein shakes, pushing tires around the gym and hot women in workout gear.
"This is a whole world of pain, my friend," notes the voiceover before introducing us to the home-based world of Fitxr. It's all done in a punchy style interspersed with zany animations, set to a heavy metal soundtrack. Chris Boyle of Private Island directed.
“The fitness industry globally take’s itself way too seriously," said Nils Leonard, co-founder, Uncommon in a statement. "It needed a good hose down. Fitxr are an incredible force, ready to challenge the industry as it is and make something that actually works for everyone."
Fitxr offers virtual reality-based workouts designed by professional instructors combined with elements of gamification. It joins a growing category of brands offering people innovative ways to work out at home—as well as the likes of Peloton, Apple recently announced a home fitness subscription package.