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.
As the inspiration 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.
The two 30-second and two 60-second spots include the client's first tagline "The power to amaze yourself."
Prior to hiring the Dallas agency in a June review, Curves relied on local adverting commissioned by its 3,500 franchise locations. Curves claims to have $1 million members, mostly in North America, and is entering other countries, including Mexico and Spain.
The spots highlight the chain's workout and weight loss program designed for women to use three times a week for 30 minutes. Curves positions itself in a category between other fitness centers like Bally Total Fitness and weight loss centers like Jenny Craig.
Client director of marketing Mike Raymond confirmed spend on the campaign to be between $15-18 million. The spots break January 1 and will run in Canada and the U.S. on national network and cable stations during shows like Oprah, Dr. Phil, The View and The Early Show. The spots target women 35-54.
Agency creative director Ted Barton said the work-which is very similar to the executions it presented in the review-designed the ads to show Curves as a "the exercise place for the rest of us" where women can will feel supported, not judged.
As a result of the advertising, the name of the Waco, Texas-based company has shifted from Curves to Women to just Curves. "We have simplified our logo and that is because in the past when we had no advertising our signage and logo had to convey a lot of information," Raymond said.
Publicis has also created a packet for franchisees that includes collateral, radio, and print that have a similar feel for franchisees.