An absolutely, hilariously honest commercial for Chris Hemsworth’s wellness and fitness app, Centr, proposes that people are attracted to it because it’s Chris Hemsworth.
It’s hilarious because they are…and because the video superimposes Hemsworth’s head and voice on the app’s “endorsers” – a toddler (who gives a kid’s perspective on mummy’s workout regime, two blokes, an a twenty-something workout woman and her friend, an average dad and a yoga recruit.
Photoplay director, Scott Otto Anderson is responsible for the many Chris Hemsworth’s and the weird and self-deprecating charm that speaks to the wide appeal of Centr. The idea comes from Californian agency, Moon Tide Media.
The commercial begins with a woman’s confession, I’ll be honest, I only got this app because well it’s Chris Hemsworth. Obviously he’s not the one doing the workouts but it’s his team. It’s like basically the same thing. Comically arrogant (because it’s Hemsworth’s voice), comically true for every (probably) every prospective client. The film ends with the confession, You don’t have to be Chris to get results. You just need his team. Also true.
Scott Otto Anderson commented, “Even though, or perhaps because, he’s annoyingly handsome Chris’ greatest secret superpower is his ability to take the piss. Promoting a fitness app with the fittest guy on screen is a little predictable. And Centr is more than just a fitness app, it’s a wholistic approach to wellness led by Chris’ own team. Placing Chris’ head onto the body of Centr users not only reflects the journey you are taking is the same he’s been on, it’s also satisfyingly weird.”
The campaign launched on Hemsworth’s personal Instagram page gaining 5.7 views with remarkable speed. It is now running in social, PR, CRM and paid advertising and has amassed over nine million views globally in less than a week. Fantastic work, team.
“This campaign is all about celebrating what’s possible when it comes to health and fitness,” stated Centr chief executive officer, Zsofi Paterson.
“We want people to understand that living a healthier life isn’t about being an A-list celebrity. To reach your goals you need to get the right guidance and the right tools, and Centr puts all that in your pocket so that you don’t need to be Chris Hemsworth to get results, you just need his team.”
“We’re not your average fitness app which is why we don’t act like one. This might be an unusual take on fitness advertising but we want to shake up the category and show off the humour that Centr’s members have come to love and appreciate.”
Client: Centr // Loup
CEO: Zsofi Paterson
Head of Customer & Growth: Kate Parker
Brand Manager: Rebecca Galic
Creative Agency: Moon Tide
Creative Director: Johann Conforme
Associate Creative Director, Copywriter: Karin Djelaj
Managing Partner: Charlie Koones
Managing Director: Tresa Gowland
Executive Producer: Ilene Kramer
Producer: Harry Joseph
Director, Strategy: Steve Le Neveu
Director, Social Media: Shauna Rush
Production Company: Photoplay Films
Director: Scott Otto Anderson
Executive Producer: Oliver Lawrance
Producer: Emma Thompson
Director of Photography: Zoe White
Post-Production & VFX: Blackbird
Sound Mix: Post Human