Agency: Wieden & Kennedy Portland
Ads for fitness clubs and weight loss programs typically sell the notion that getting in shape will give consumers a confidence boost to get that promotion or date. But a new campaign from Equinox fitness takes the unusual approach of saying that getting in shape may get you in trouble.
The campaign, which never shows models in gyms using exercise equipment, or even wearing workout clothes, suggests that people in optimal shape have the unbridled confidence and lowered inhibitions that lead to being naughty.
The objective of the campaign was to move beyond the results fitness clubs usually promise, said Stuart Jennings, a creative director at Wieden & Kennedy. “The benefit of the Equinox workout is not necessarily about being strong or being better looking or getting the girl,” he said. “It’s about that once you do get into better shape, you get this confidence, and it lowers your inhibitions and can get you into compromising situations.”
Source: nytimes – http://nyti.ms/1eYbEFW