Gymbox gets real about fitness clichés in new campaign

The chain recently appointed AMV BBDO as its lead creative agency

Published On
Jan 04, 2023
A billboard that reads "YOU EARN YOUR BODY (unless you inherited or paid for it)"

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London-based fitness chain Gymbox gets real about clichéd motivational fitness quotes in its new creative campaign.

Out-of-home ads feature large, bolded sayings like “Make yourself proud” contrasted with smaller writing in pink offering snarky qualifiers such as “‘cos your parents expectations are frankly unrealistic.”

Gymbox out-of-home ads in London

This marks the chain’s first campaign since AMV BBDO became Gymbox’s agency of record at the end of last year. The ads are running across London out-of-home sites, such as bus stops and train stations, along with placements across Meta, TikTok and YouTube.

“When did gym culture get so serious and weird? AMV have done a great job at helping us cut through the bullshit because there’s no right way or wrong way to work out,” said Rory McEntee, brand and marketing director at Gymbox, in a statement.

The ads are running on London out-of-home sites such as bus stops and train stations, along with placements across Meta, TikTok and YouTube.

The campaign is an extension of Gymbox’s ongoing “Anything goes” campaign, and the new ads also include that phrase.

“Getting to work with a brand like Gymbox is a gift,” said Prabhu Wignarajah, creative director at AMV BBDO. “They have built an alternative to the typical dour, humorless gym chains and have created a fun, inclusive atmosphere. A fantastic brief like this deserves a great creative treatment.” 

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Date
Jan 04, 2023

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