Publicis Throws a Few 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 TV effort.

The commercials break on Jan. 2. 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 throughout the U.S. 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. Waco, Texas-based Curves is positioned in a niche between chains like Bally Total Fitness and weight-loss centers like Jenny Craig.

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