Colle + McVoy tries to make the 1970s fitness

Colle + McVoy tries to make the 1970s fitness craze of Jazzercise hip again in a campaign that breaks next month.

“Jazzercise is still seen as leg warmers and ‘poofy’ hair,” said John Jarvis, creative director at the Minneapolis shop. “But in reality it’s changed with the times as much as anything.”

The campaign, focused on newspaper ads, has been distributed to franchisees of the exercise program. The ads avoid photos of fit models in leotards in favor of a more results-oriented approach, Jarvis said.

Each execution uses icons relating to the body and fitness, such as a heart, a dumbbell or an ankle joint, to highlight the three key pur-ported attributes of the Jazzercise program: cardiovascular fitness, strength training and flexibility.