Garmin promoted the launch of its Venu 2 GPS smartwatch range through a late April campaign called #DearBody targeting those working to shake off Covid quarantine rust.
The product launch campaign see Garmin seek to alleviate the mental and physical toll of the pandemic from the endless cycle of video conference calls to the repetitive nights of binge-watching box sets, so #DearBody encourages viewers to realign their mind and body with the help of Garmin’s new Venu 2 series GPS smartwatches.
Thus #DearBody creative focuses on non-athletes and athletes alike and aims to unify everyone under a single common wellness goal: to understand your body better today than you did yesterday.
Led by an anthem film, the creative highlights several device health and wellness features such as sleep score and stress tracking through relatable activities like an afternoon jog, a moment of respite in the pool and a yoga session shared with the kids.
The 30-second hero spot was posted on 22 April across the brand’s social channels including YouTube and Facebook and also spans US broadcast and streaming.
The lead ad is supported by an additional 60-second product/-range focused online video and an instructional ‘getting Started’ social spot.
“At the core of the Venu product line is the belief that when you live healthy, you live better,” said Garmin VP Of Consumer Sales Dan Bartel. “The Venu 2 series builds on this story with exciting new features that help explain what’s going on inside your body as well as the fitness and wellness tools needed to make healthy choices every day.”
The campaign was developed in harness with Venice-based production company Farm League with Director Tim Wheeler.
“Now more than ever wellness has become a priority to millions of people,” said Garmin Lead Writer Ryan Carrothers. “The Venu 2 and Dear Body campaign were purpose-built with the goal of helping people to know and understand their bodies better. Tim’s grasp on the concept was immediate and his vision truly brought this spot to life.”
“The Garmin brand has a history of strong creative and beautiful visuals, so before even seeing the boards, I was already excited about the possibility of working with them,” says director Tim Wheeler. “This campaign is completely relatable to what a lot of people are experiencing during the pandemic, so casting talent that felt genuine to the moment was important. We wanted people that actually did these activities on a regular basis to make it feel less like acting and more like natural behavior. We also tried to make each vignette specific to a different type of individual so that the spot was universally appealing – plenty of moments for every viewer to pull out at least one character and say, ‘yeah, I’ve been there.’ ”
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