Virgin Active, Equinox and Fitness First: Is The Most Controversial Campaign King?

Controversial advertising campaigns appear to be the flavour of the month for global fitness brands seeking to differentiate themselves from the onslaught of stereotypical ‘New Year, New You’ campaigns and boost member retention rates well after resolutions have fallen by the wayside.

Both Equinox and Virgin have caused quite the stir with their respective campaigns, using the depiction of ‘real life’ scenarios designed to inspire people in and out of the gym. Along with Fitness First, the major players are focusing on the key social drivers behind fitness resolutions; including social acceptance and personal commitment.

But with mixed opinions being voiced across social media about the representation of these drivers, is the change in direction enough to win over today’s desensitised and disillusioned consumers? And is controversy always king?

Virgin Active
‘We’ve Got a Workout For That’

Virgin Active’s ‘We’ve Got a Workout For That’ campaign, created by Iris, is shifting attention away from body image, and instead highlighting the ways in which the global health club can help people prepare for real life situations.

Speaking about the campaign Chris Baylis, executive creative director, Iris said: “When you work with a Virgin brand, you hope they are going to let you be bold and distinctive. And they have. Our campaign focuses on real life, life outside of the gym, and proves that Virgin Active is supportive and fun, whatever you want in life.”

The humorous video, which follows a woman as she attempts to tackle the many challenges of the dating game, highlights a shift in attitudes towards working out. As fitness and wellbeing become much more about balance and integration, focusing on what the body can do rather than what it looks like, is a strategy many brands are edging towards. And yet, social acceptance remains an underlying theme.

Equinox
‘Commit to Something’

‘Commit to Something,’ Equinox’s bold new campaign from Wieden + Kennedy New York, revolves around the idea of commitment and loyalty, which the brand says today’s consumer has an aversion to.

Using hyperbolic images to bring the concept to life, the suggestion is that commitment can and should manifest itself in many different ways – however bold.

The shots, which include a topless mother, depicted by actress Lydia Hearst, breast feeding in a restaurant, reposition commitment to fitness as being part of a wider and more meaningful life philosophy. Although widely supported for its strong statement about breastfeeding, some people argued that Hearst should have been replaced by an actual mother. An Equinox representative responded on the company’s Facebook page the with “All the real nursing mothers were busy nursing.”

And despite a myriad of other complaints being voiced, Equinox is standing by its latest hashtag, replying on Facebook with firm statements like “The last thing the world needs is conformity. Commitment, in any facet, is in low supply.”

Challenging viewers to take action, to start committing and to celebrate the attitude and merit of dedication, Carlos Becil, Equinox Chief Marketing Officer said:

“Equinox is about commitment, we are obsessed with it, and we challenge our members toknow who they are and what they want.   It’s not just about fitness – it’s about life.  The concept of commitment is bold, incredibly powerful, and it’s real, especially in a world today where commitment is lacking.”

Fitness First
‘How Did I Get Here?’

Moving away from communicating the traditional benefits of working out, Fitness First’s latest Australian campaign created by VCCP conveys the emotional rewards that exist beyond the gym.

The campaign, which has been rolled out across print, outdoor, digital, press and radio, celebrates life’s winning moments by concentrating on the relationship between mind and body.

Showing how Fitness First members live happier and more interesting lives, shots in the campaign include a  75-year-old on a night out in a gay club as well as a 45-year-old Mum rock climbing with her children.

Speaking about the campaign David Kennedy-Cosgrove, managing partner, VCCP Australia told Campaign Brief: “No brand makes us successful at life, we do that ourselves. And very few brands have the ability to be our secret weapon or ally, helping us get to where we want to be. Fitness First is one of the rare exceptions.”

Showcasing the ‘stories of members’ beyond the gym floor, the campaign positions fitness as being implicit in overall happiness and success and suggests that being part of the Fitness First community is an emotional as well as physical experience – an effective marketing strategy that has been proven to help drive consumer loyalty.