San Francisco-based agency Argonaut is launching the first-ever campaign for health and fitness-tracker brand Fitbit with a 60-second anthem ad entitled “It’s All Fit.”
The spot, which as directed by Daniel and Katine Mercadante, positions the Fitibit line as perfect for tracking your health during all kinds of physical activities, from weightlifting to ping-pong to hockey and skateboarding. It leans heavily on the soundtrack, a catchy tune sung by The Donnas lead singer Brett Anderson to drive the action, functioning almost as a Fitbit music video.
“It’s All Fit” breaks today and is supported by a print campaign The timing of the brand’s push into above-the-line marketing is not incidental. With steady growth since its launch in 2007, Fitbit has come to dominate its category with a 70 percent market share, and is rolling out three new products: the Charge, the Charge HR and the Surge, described as the first-ever “fitness super watch.”