The media – advertising, lifestyle and news – would have you believe that EVERYONE is exercising madly; EVERYONE is achieving amazing feats of fitness; EVERYONE is committed to their fitness regime.
The truth is more likely to be that, as usual, many, many people made a New Year’s resolution to get fitter this year. Many have made undoable promises to themselves. And many have already failed to stick to them.
As every other wellness brand under the sun is introducing its new 2021 trend, Purely Inspired and 72andSunny are asking people to do nothing new. Their campaign, Do What Makes You Feel Good, recognises that people are…well, human.
The campaign films use very human humour to encourage people to recognise the small steps they’ve already been taking and celebrate themselves for it. No impossible resolutions, no dramatic changes in behaviour, no unfair restrictions and no new destined-to-fail goals.
The campaign coincides with the announcement by Purely Inspired parent, Iovate Health Sciences International, of 72andSunny’s rebrand for the brand.
“Any effort, no matter how small, deserves recognition,” said Ian Hart, Creative Director, 72andSunny New York. “Working with our rather brave clients, we were able to take an authentic approach that swam against the category’s current of all-or-nothing fitness. We gave credit to those who want to give some, a little, or even the bare minimum in their fitness goals.”
The films are running online and will air nationally on broadcast in the US and in social this week.
Creative Agency: 72andSunny New York
Production Company: Superdoom
Director: Jack Turits
Edit & Post-Production: Cosmo Street
Audio Mix: Lime Studios
Music: Human Music
Client: Purely Inspired