Publicis Pumps Up Curves

Publicis in Mid America captures the emotional power women achieve from working out at Curves International’s fitness centers in the client’s first national television effort.

Each of the four spots showcases smiling women using circuit-training machines and helping others do the same. The enthusiasm of the women—whose figures look more like Camryn Manheim’s than Cameron Diaz’s—spills over into activities outside of the gym. Two are singing happily in a convertible, another is hugging her daughter, and a third is twirling on a beach.

As inspirational gospel music plays, women share thoughts like “In 30 minutes I learned to flirt again,” “In 30 minutes I became my daughter’s hero” and “In 30 minutes I became a bigger woman, in a smaller dress size.”

Two 30- and two 60-second spots introduce the client’s first tagline, “The power to amaze yourself.”

Prior to hiring the Dallas agency following a June review, Curves relied on local advertising commissioned by franchisees of its 5,000 locations. Curves claims 1 million members, mostly in North America, and has plans to expand into Mexico, Spain and other countries.

The spots highlight the chain’s workout and weight-loss program that is designed for women to use three times a week for 30 minutes. Curves of Waco, Texas, is positioned in a niche between chains like Bally Total Fitness and weight-loss centers like Jenny Craig.

Client director of marketing Mike Raymond confirmed spending on the campaign is $15 million.

The spots break Jan. 2 and will run in Canada and the U.S. on national network and cable stations during shows like Oprah, Dr. Phil, The View and The Early Show. The spots target women ages 35-54.

Agency creative chief Ted Barton said the work—which is nearly identical to what the shop presented in the review—is designed to show Curves as workout facilities where women will feel supported, not judged.

As a result of the advertising push, the name of the outlets has changed from Curves for Women to just Curves. “We simplified our logo because in the past when we had no advertising, our signage and logo had to convey a lot of information,” Raymond said.

Publicis has also created an advertising packet for franchisees that includes collateral, radio and print. The latter employs images from the television spots.