In a Baffling New Ad, Equinox Urges You to Be More Like Narcissus

Droga5 tries to turn the icon of self-obsession into a role model

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Mere days into the new year, Equinox might already be taking the cake for the most puzzling ad of 2020.

It should be noted first that pushing the envelope has long been Equinox’s bread and butter (remember the breastfeeding ad that caused quite a stir in 2016?). Even so, the brand’s latest ad is leaving us with more questions than answers.

Created by Droga5 and directed by Floria Sigismondi, the new ad turns the Greek myth of Narcissus on its head by presenting the man who literally fell in love with his own reflection as someone who we should … be grateful for and admire?

As the title of the spot says, his “most selfless act of all” is apparently being a swole bro whom we all have the pleasure of casting our collective gaze upon.




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