Body Language From Bally

CHICAGO Bally Total Fitness looks to position itself as an aid in the fight against obesity for everyone, not just hard-bodies, in a new campaign breaking today.

The campaign, created in-house, features a new tagline, “Every body needs something.” In one spot, several unhealthy foods, from pizza to ribs, are delivered to a house in succession. “With the way people are eating these days, is it any wonder that every body needs something?” asks a voiceover.

Spending on the effort was not disclosed. Bally spent $65 million on advertising last year, and $60 million through September 2003, according to Nielsen Monitor-Plus.

“With various forces continuing to plague our society, sparked by fast-paced, stressful, on-the-go lifestyles, it’s clear that people are looking for both education and motivation in achieving their specific health and wellness needs,” said Paul Toback, chief executive officer of the Chicago-based company, in a statement.

The campaign is the first since the company installed Martin Pazzani as chief marketing officer in August. Earlier this month, Pazzani said the company would shift its strategy to target people of all body types. The previous work, he said, was only effective at reaching people “predisposed” to joining a gym.

The effort, which also includes radio, print, outdoor and Internet components, was created by the company’s in-house department, RocketScience. The company also drew upon Chicago agencies A. Eicoff & Company for direct TV experience and Foote Cone & Belding for strategic insights. La Agencia de Orci and Asociados in Chicago and Los Angeles provided Latino advertising, while Flair Communications in Chicago was responsible for integrated promotions.