Anyone who has ever taken a spin class can confirm that it is not for the faint of heart. From the moment you secure your foot onto the pedal you’re committing to a temporary, yet grueling sojourn outside of your comfort zone.
Peloton, the 6-year-old fitness company and interactive cycling platform that offers 14 live rides per day, understands this and has collaborated with independent creative agency Mekanism to pay homage to its motivated and ravenous fan base. Its newest campaign, aptly titled “On to the Next,” is all about taking on the next challenge.
“We wanted to create a campaign that reflected what motivates our riders the most,” explained Jillian Goger, Mekanism’s creative director. “They’re not focused on their limitations. They’re looking ahead to the future no matter who they are. We needed a campaign that could perfectly capture the focus of getting after your next big goal.”
This 30-second spot focuses on the ability to partake in the many class options from home and stresses that anyone—whether you are a trained athlete, parent, or “nothing at all”—can participate. During the brief montage of fitness hopefuls, you can catch a glimpse of the live, on-demand feature at work via Peloton’s sweatproof touchscreen. Between the sight of the determined cyclists and the added high-octane punch of Jay-Z’s “On to the Next One,” the ad feels like an energetic call to action.
Peloton has nearly 1 million members nationwide and impressive sales growth that has taken the company to unicorn status with a valuation of $1.25 billion.
CREDITS:
Peloton Brand Team
Senior Vice President, Head of Global Brand Marketing: Carolyn Tisch-Blodgett
VP, Brand Marketing: Jasmine Maietta
Director, Brand Marketing: Ryan Dillon-Curran
VP, Creative: Bryant Brennan
Director of Photography: Isaac James
Head of Music: Paul DeGooyer
Mekanism
Founder/Executive Creative Director: Ian Kovalik
Creative Director: Jillian Goger
Associate Creative Director: Alex Riezebeek
Senior Art Director: Katrina Mustakas
President/CEO: Jason Harris
Head of Brand Management: Melissa Hill
Brand Director: Cassie Jackson
Senior Brand Manager: Danielle Sabalvaro
Brand Manager: Charlotte Deavers
Senior Project Manager: Sean Gilleylan
Head of Planning: Adama Sall
Senior Strategic Planner: Asher Stamell
Head of Production: Kati Haberstock
Producer: Alex Zubak
Production
Skunk
Director: Brent Harris
DP: Benoit Soler
President: Matt Factor
COO/Executive Producer: Shelly Townsend
Line Producer: Ed Callaghan
Radke
Vice President/Executive Producer: Scott Mackenzie
Executive Producer: Tony DiMarco
Line Producer: Kirsta Teague
Whitehouse Post
Editor: Adam Marshall
Assistant Editor: Devon Bradbury
Executive Producer: Caitlin Grady
Producer: Pamela Heller
The Mill
VFX Supervisor/2D Lead: Jeff Robins
2D Assists: Heather Kennedy, Lucia Hill Barroso, Rachel Moon
Senior Producer: Clairellen Wallin
Associate Producer: Sophie Mitchell
Colorist: Michael Rossiter
Color Producer: Evan Bauer
Sound Lounge
Audio Engineer: Tom Jaracone
