Luxury fitness group Equinox is ringing in the new year with a truly extravagant, if rather bizarre new ad in which hordes of fitness models writhe around each other in the nude.
Opening with a shot of a woman’s mouth stuffed full of pomegranate and titled ‘Want it All’, the film appears to blur the lines between run-of-the-mill fitness advertising and stylishly shot, gritty performance art which, if the ad didn’t take itself so seriously, would be rather hilarious.
Flitting through a series of jarring vignettes starring lithe, naked models – the film variously asks viewers to “want intensity”, “indulgence”, “stasis?”, “speed” and even “yourself”.
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Shot by fashion house darling Stuart Winecoff, the film and its accompanying out-of-home assets will be displayed across Equinox’s key markets, namely London and various cities around the US and Canada.
Famous for being the fitness haunt of US ‘celebrities’ such as Khloe Kardashian, Paris Hilton and Lindsay Lohan, the luxury gym’s UK future is thought to be walking a tightrope after posting £18 million losses in August.
