The Gym Group has unveiled an advertisement that asks the nation to embrace their ‘gym face’ when working out.
Created by agency Lucky Generals, the ad comes as part of a new brand platform ‘We’re with you’ that intends to not only encourage gym-goers but also break down barriers for new members that are finding it hard to make that first step.
The news comes weeks after Gymshark launched a campaign titled ‘Look Good, Lift Ugly’ that intended to challenge the perfect image of gym-goers it is often guilty of portraying. Earlier this month, Virgin Active also unveiled a major new campaign titled ‘It All Counts’ in a bid to recruit new members to its health clubs across the UK.
To get a daily dose of marketing news stories sent directly to your inbox subscribe to Marketing Beat’s FREE daily newsletter
According to The Gym Group, research has found that people fail to join gyms because of ‘gymtimidation’ – a lack of confidence when working out. The comedic 90-second video wishes to butt heads with this idea of feeling self-conscious.
An upbeat backing track – recorded by stand-up comedian Will Hislop – is accompanied by various characters pulling various faces for many different reasons. ‘I think I might be dying face’ and ‘total constipation face’ are some of the few ‘gym faces’ mentioned throughout the film.
“We’re determined to reassure the nation that we understand their fears and will be there to support and cheer them on in their fitness journey – our whole group is behind them. We’re proudly mass market; but low-cost no longer needs to mean low quality and we wanted to reflect this confidence in our offering within the campaign,” The Gym Group brand and marketing director, Emily Kortlang, said.
