Virgin Active gets realistic about your New Year's gym resolutions

Ad focuses on doing ‘enough,' which makes it more likely to last

Published On
Jan 08, 2019

Editor's Pick

Like many fitness brands, Virgin Active is launching a January campaign to get people to the gym to fulfill their New Year intentions and work off those holiday pounds. However, this year the U.K.-based chain is taking a somewhat more realistic approach to fitness.

The campaign is all about getting active, but it's centered on taking "enough" exercise -- not, it stresses, every day or involving an extreme regimen. A montage of clips includes a mother lifting her baby, a business woman running up steps in high heels, another woman lifting boxes. It isn't "no pain, no gain," the ad insists, but just about getting a little bit stronger, or lasting a little bit longer. 

Anton Brown, chief experience officer, Virgin Active says in a statement, “Gyms tend to promise a ‘whole new you’ in their advertising, but they aren’t delivering. Exercise can be hard to fit into your life--between your job, family and trying to have a social life, just doing the recommended amount in a week is an achievement. When ‘Enough’ becomes part of your life, it’s more likely to stay there. We want to share a message that helps people feel good about themselves.”

The campaign launched in the U.K. over the holiday period and is now rolling out to Australia, South Africa, and Southeast Asia. It was created and produced by London agency That Thing, with creative directors Joe Weir and Mark Williams directing. 

Credits

Date
Jan 08, 2019
Client:
Virgin Active
Agency:
That Thing
Chief Marketing Officer:
Anton Brown
Head of Marketing:
Katrina Southerly
Brand Director:
Tim Carter
Creative Director Words & Strategy:
Joe Weir
Creative Director Design:
Mark Williams
Senior Designer:
Dan Sowten
Strategist:
Joe Weir
Client & Commercial Director:
Kate Simmons
Account Director:
Hayley Hyland
Director of Production:
Henry Jackson Janes
Editor:
Tupaq Felber
Film Production:
That Thing
Director:
Mark Williams
Director:
Joe Weir
Producer:
Hayley Hyland
Production Manager:
Henry Janes
Editor:
Tupaq Felber
Sound Designer/Mixer:
Resonate Music
Music Company:
Resonate Music
Post Production:
The Mill
Colorist:
James Bamford
Production Manager:
Sam Wood
Print Production:
That Thing
Retouching:
Henry Janes
Media Agency:
Vizeum

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