For a lot of women, hitting their Peloton or going to a Crossfit or Soul Cycle class in their Lululemons isn’t part of their reality when it comes to staying healthy.
“Fit Got Real,” the latest exuberant ad from Sport England’s Cannes Grand Prix-winning “This Girl Can” campaign, highlights how getting in shape, for many ladies, could mean running along with their baby (on a non-jogging stroller), hula-hooping (in their cramped kitchen) or trampoline jumping at their community center.
Created out of FCB Inferno, the ad splices together vignettes of a diverse group of women keeping healthy as best they can, where they can. Once again, there are the clumsy moments in which the moves aren’t perfect and bodies that are jiggly and dimply--but the enthusiasm runs high, propelled by Barbra Streisand joyously singing the "Funny Girl" tune, "Don't Rain on My Parade."
The campaign aims to appeal to a broad group of women, specifically targeting those who are statistically more likely to be inactive. “There are some stark inequalities when it comes to different levels of exercise amongst women in England,” said Chief Executive of Sport England Jennie Price in a statement. “Many of the pressures of modern life do not make it easy for women to have the confidence and motivation to be active. The health and wellbeing benefits of being active should be available to all women, and that is why we have a new message--’Fit Got Real’ to celebrate the creative and often unconventional ways many women are fitting exercise into their busy lives.”
The spot was directed by Georgi Banks-Davies via Skunk. 30- and 60-second versions of the film will run on digital and socia, while This Girl's social channels will feature more content about how women fit exercise into their lives and how they overcame obstacles to incorporate exercise into their lives.