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.