Publicis Throws a Few Curves

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Publicis in Mid America captures the emotional power women achieve from working out at Curves International’s fitness centers in the client’s first national TV effort.

The commercials break on Jan. 2. Each of the four spots showcases smiling women using circuit-training machines and helping others do the same. The enthusiasm of the women—whose figures look more like Camryn Manheim’s than Cameron Diaz’s—spills over into activities outside of the gym. Two are singing happily in a convertible, another is hugging her daughter, and a third is twirling on a beach.

As inspirational gospel music plays, women share thoughts like, “In 30 minutes, I learned to flirt again,” “In 30 minutes, I became my daughter’s hero” and “In 30 minutes, I became a bigger woman, in a smaller dress size.”

Two 30- and two 60-second spots introduce the client’s first tagline, “The power to amaze yourself.”

Prior to hiring the Dallas agency, following a June review,...







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