Publicis in Mid America Breaks First National Work for Curves

Publicis in Mid America captures the emotional power women achieve from working out at Curves International in the first national work for the fitness franchise.

Each of the four spots showcase scenes of women ecstatic to be using circuit-training machines and helping others do the same. The enthusiasm of the women-who look more like Camryn Manheim than Cameron Diaz-clearly spills over into activities outside of the gym, where two are sharing laughs in a convertible, another is hugging her daughter, and a third is twirling on the shore of an ocean, framed by a mountain.