Daily Burn Is Targeting Fitness Beginners With TV Ads and Ephemeral Workout Sessions

Moving from direct response to true branding

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As fitness and wellness becomes a bigger part of everyday consumers' lives, workout and nutrition brand Daily Burn is shaking up its advertising with a new message.

Two new spots from Hearst-owned iCrossing align the brand with everyday people who want to step up their fitness goals. According to Patrick Bennett, svp and executive creative director at iCrossing, the work is new territory for Daily Burn, which has traditionally steered toward direct-response TV ads.

"Gone are the immaculately chiseled trainers and equally immaculately chiseled folks that are getting trained—now we have regular people," Bennett said.

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