One of the biggest stumbling blocks of workouts is that they are not fun for a lot of people. Not everyone likes getting up and out at dawn to cram in a workout before work. Not everyone likes being near-naked in public with all their jiggly bits jiggling. Not everyone likes the mindlessness of burpees followed by burpees followed by…and so on.
FITXR has reimagined workouts. It has turned them into virtual reality games. Games are fun.
A striking new way to work out deserves striking new creative to promote it. FITXR chose Uncommon Creative Studio following a competitive pitch in June to help launch the brand in the US.
Nils Leonard, co-founder, Uncommon said: “The fitness industry globally take’s itself way too seriously. It needed a good hose down. FITXR are an incredible force, ready to challenge the industry as it is and make something that actually works for everyone. We loved helping shape this US launch and giving the tragic tropes of this industry a painful workout as we went.”
Uncommon has infused its campaign with something rarely seen in fitness advertising – zany humour. The hero film parodies traditional workouts (and underlines how its audience feels about them), underlining the insanity of the extreme workouts that are trending right now, and enhancing the appeal of FITXR’s play alternative.
Shelly Pearce, chief marketing officer, FITXR added: “We believe that the future of fitness is playing anywhere, anytime. It’s about losing track of time whilst you play. Even if you love to train, it can feel boring and unrewarding. FITXR removes the ‘no pain no gain’ mantra and helps make exercise enjoyable, bringing the energy of group fitness classes to your home. We’re so excited to share Uncommon’s thinking and vision of the FITXR world of working out.”
The film was directed by Chris Boyle through Private Island — a production studio that specialises in creating animation and live-action content that doesn’t follow norms. The campaign launched on October 12 across online, digital and social in the US, with plans to extend to other countries including the UK.
Creative Studio: Uncommon Creative Studio
Director: Chris Boyle
Production Company: Private Island
Executive Producer: Helen Power
Edit & Post: Private Island
Sound Designer & Mixer: Tom Pugh @ GCRS
Music Supervision: String and Tins
Voice Over Artist: D-Jukes (Wake The Town)