Happy Birthday To You. The song is a trigger for wild excitement when you’re hitting double digits, and really just a reminder that you’re older for those of double digit ages with a 4, 5 or 6 at the front of them.

FCB Inferno wants Fitbit’s audience to know that age is not a barrier to being fit. Wants its ad for the Fitbit Ionic smart watch to stand out from the other sports products campaigns out there that would have you believe everyone who’s exercising is 20- or 30-something. Wants people to know that they’ve still got it.

And so its 45 second film, Still Got It, which is set to Happy Birthday, is a montage of real dads and grandads doing what they do to keep fit. The hero film is supported by a series of shorter films, promoted on Facebook and Instagram, which explore the psyche of the campaign’s everyday athletes – with witty monologues that highlight how the Ionic is helping them prove they’ve still got it.

Sharon Jiggins, managing director of FCB Inferno, commented, “We wanted to challenge the unrealistic portrayals of sportsmen and women in the media, and the challenge was to do this in an inspiring way. The result is a fun, and we hope, motivating piece of work embracing athletes of all levels and abilities.

Credits:

Creative Agency: FCB Inferno

Chief Creative Officer: Al Young

Senior Copywriter: Ali Dickinson

Senior Art Director: Jack Walker

Senior Producer: Kate Young

Senior Brand Strategist: Laura Pirkis Jason Edwards

Senior Account Manager: Alice Poole Sabrina May

Project Manager: Bridie Scriven

Broadcast Director: Valerie Boyce

Production Company: Archer’s Mark

Director: Ian Derry

Producer: Steve Jamison & Kirsty Lane

Sound Design: Lawrence Kendrick @ Jungle Studios

Music Production: Andy Carroll @ The Elements Music & Sound