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Gold's Gym "Stairs"

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Getting to the gym isn't the easiest thing to do and gyms have tried all sorts of tactics to entice people through the door and keep them coming back. This campaign for Gold's Gym, the first for the chain from McKinney,
may provide the right motivation for some, particularly those who view Gold's as a training camp for the muscle-bound. We see average men and women exercising and on-screen graphics explain their motivations. In one spot showing a close-up of a woman's legs as she tackles the stair machine, words like "Kilimanjaro," "Everest," "Olympus" and finally "The corporate ladder" roll under her feet. The spot, which tells viewers exercise can build all sorts of strength, not just the physical kind, ends with the tagline "Know your own strength." The point, exercise can build all sorts of strength, not just the physical kind. --Eleftheria Parpis