Armstrong Sets Pace in Riney’s Gym Spot

SAN FRANCISCO Publicis Groupe’s Publicis & Hal Riney has launched a new television ad for 24 Hour Fitness featuring champion bicyclist Lance Armstrong.

The spot, released this week by the San Francisco agency, shows Armstrong taking a leisurely jog through a city and inspiring everyone around him to follow suit. Upon seeing Armstrong jog by, women pushing strollers dump their coffee and start to run, mailmen take off jogging and businessmen in suits break into sprints.

The last close-up of Armstrong shows him with a puzzled look on his face. Copy reads: “Fitness. Pass it on.”

The tagline is the same as the previous campaign from Riney: “You to the power of 24.”

Campaign spending is undisclosed. The gym chain, based in San Ramon, Calif., spent $22 million on advertising in 2004, per Nielsen Monitor-Plus.