GdB has a new campaign for longtime client Anytime Fitness, but unlike prior efforts, this one has a global reach.
It also sees a shift in emphasis from convenience to intimacy. The campaign focuses on the moments people have that make them realize they need to start taking better physical care of themselves. “When my five-year-old dusted me in a race to the end of the block” says one man; “When my baby weight was acting more stubborn than my baby,” a woman adds. The spot goes on to emphasize that Anytime Fitness has “the right tools and encouragement to keep you on track,” as the people describing their moment of clarity earlier are seen enjoying Anytime Fitness’ facilities. It’s an easily relatable message, and one GdB and Anytime Fitness hope will resonate with viewers in the over 15 countries where very similar versions of the ad will run.
“You’re talking about something that’s so universal,” GdB Creative Director Doug deGrood told AdAge. “Everybody has these sort of trigger moments. They wake up one day and think, ‘Damn, I gotta do something.'”