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.