The global interactive fitness platform Peloton’s Christmas campaign in the UK and Germany showcases the energy and benefits of their studio-style workouts within the convenience and comfort of home.
Set to reworkings of Nina Simone’s classic ‘Feeling Good’ (with LA rapper Duckwrth and Canadian rock duo Crown Lands), the hero spot spans TV, digital and the web.
As well as the commercial, Crown Lands’ track is available to stream and will feature in festive Peloton classes (as music is part of the Peloton member experience).
The campaign, which was created by agency Dark Horses and directed by RSA Films’ Adam Smith, seeks to showcase how the whole household can benefit from the depth and variety of content on the peloton platform.
As well as featuring the new Peloton Bike+, the ad shows a family tackling a variety of workouts on the platform: from dad doing yoga, the son taking a cycling class, the daughter participating in a strength workout and the mother also in a spin class.
Alongside the lead spot, the Crown Lands version of the song is now available to stream and has been incorporated into future Peloton classes.
The campaign was created by a team at agency Dark Horses which included creative Matt Adams and Will Butler, with production company RSA Films, Director Adam Smith, Producer Emma Cairns and Director Of Photography Suzie Lavelle.
“This was such a challenge because Nina is a musical god to me. I’m stoked I can even be mentioned in the same breath as her,” said Duckwrth. “When Peloton asked us to work on an iconic Nina Simone song, we knew we had to honour Nina & do our spin on it. We are a heavy band and it was a unique challenge to take on such a significant jazz standard. There are many versions of this song, but the only one we tried to pull from was Nina’s. Hers will always be the definitive version. Nina is such a powerful and incredible woman, and the world needs her message now more than ever,” adds Crown Lands.
Marian Holties, senior marketing director, international for Peloton commented: “Music is such an important part of the Peloton experience and we are truly excited about using one of the all-time great tracks with Nina Simone’s ‘Feeling Good’, which really strikes a chord with why our Members enjoy Peloton so much. We hope the different covers of the track will help showcase the variety of different workouts that are available on the Peloton platform.”
Steve Howell, executive creative director at Dark Horses, added: “We needed to take the existing style we’ve built in past years and move it forward so different generations could engage. We did that by using one of the greatest songs ever written and, working closely with Peloton and UMe, commissioning two unique versions to draw the viewers in and bring the variety of different workouts to life.”
Comment:
Like so many other sports and exercise brands and property owners, Peloton (which now has over 3.6 million members) sees music is an integral part of the entertainment and health experience.
Dark Horses, the UK based sports creative agency who conceived and created the spot explained that it took time identifying the right feel and tone to capture the right sentiment and to ensure that the music fit seamlessly into the final piece.
This meant blending Peloton’s signature high-intensity, high-energy style with a creative pace which suited three different versions of Simone’s ‘Feeling Good’.
The spot’s music video feel was created by director Adam Smith (of Ridley Scott Associates) who is also known for helming The Streets ‘Blinded by the Lights’ video (which has generated more than 7m views on YouTube) and worked with the Chemical Brothers.
Links:
Peloton
Dark Horses
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