The Gym Group’s September ‘Gym Face’ comic campaign focuses on the faces people pull when working out and is spearheaded by a humorous film featuring a multitude of different faces that people make in the middle of exercising.
This music and facial expression campaign, titled ‘Gym Face’, centres around a simple fact that everyone has an odd, comic gym face and is fronted by a music video voiced by comedian Will Hislop and featuring a plethora of comic and contorted expressions: including red-face, sweaty-face, wedgie-face, how-long-does-this-class-last-face, I-forgot-my-gym-kit-face and even just-broke-up-with-Brian-face.
The long-form ‘Gym Face’ video, which debuted online on 21 September, also includes a Spotify playlist of Gym face supportive tracks ‘that everyone can work out to with a smile, or in this case, a Gym Face’.
The spearhead spot and Spotify playlist are supporting by additional clips, cut downs and social content across BVOD, radio, DOOH, social and owned channels.
The campaign was created by Lucky Generals and Jocelyn DeBoer and Dawn Luebbe through Biscuit and the soundtrack was recorded by Leland Music and is also available on iTunes and Apple Music as well as on Spotify.
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The low-cost gym chain campaign, created by agency Lucky Generals, is part of its umbrella tactic of tackling intimidation in its spaces which sits at the heart of the brand’s mission to ‘break down barriers to fitness for all’.
The Gym Group is committed to doing ‘whatever it takes to support you on your fitness journey’ and it is this commitment that lies at the heart of its new brand platform – ‘We’re With You’.
Something the brand describes as ‘gymtimidation’: a barrier which makes people feel self-conscious and have a lack confidence in the gym which needs to be broken down and eliminated to maximise participation.
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