We obsessed over Jane Fonda’s workouts in the ‘80s. Laughed at them in the 2000s. Found a new admiration for the woman in the 2020s. Now she is leading a virtual reality workout revolution in a campaign by agency, Mythology, for Meta’s Supernatural Virtual Reality (VR) fitness platform.
Jane Fonda x Supernatural is helping Supernatural on Meta Quest to unbore fitness with an ‘80s parody infomercial, complete with Fonda in that famous Spandex leotard and legwarmers – but also a VR headset.
The film also abruptly shifts gears midway to show dazzling VR landscapes where users smash glowing targets on glaciers, dodge jungle obstacles and box their way through tropical paradises.
The commercial, directed by Jonathan Dayton and Valerie Faris, promotes a four-part VR workout series led by Fonda herself, blending boxing, flow and stretching experiences with Supernatural’s immersive technology. The series launches December 25 on Meta Quest headsets.
“Most people, including myself, view cardio as a chore or something we have to endure,” said Sapna Champaneria Kirk, head of marketing at Supernatural, Meta. “With Jane Fonda, we’re showing that movement can actually be enjoyable.”
The full campaign includes a limited-edition retro apparel line, offering everything from leg warmers to sweatbands, as well as an experiential activation in Los Angeles in January – an ‘80s workout studio with VR workouts led by Supernatural coaches.
The workout series itself taps into Fonda’s legacy, combining nostalgic playlists (think Madonna and Olivia Newton-John) with immersive gameplay. Highlights include a boxing session co-led by rapper Ludacris and a stretching experience set against serene landscapes like Korea’s Gungnamji Pond.
“Jane Fonda was at the top of our list from the beginning,” commented Kim Haxton, creative director at Mythology. “She is the ultimate fitness revolutionizer, and we wouldn’t dare to do it again without her.”
Credits:
Client: Meta
Head of Marketing: Sapna Champaneria Kirk
Marketing Managers: Elle Obletz & Paige Bennett
Strategist: Emma Shannon
Creative Director: Zach Richter
Creative Agency: Mythology
Executive Creative Director & Founder:Anthony Sperduti
Creative Directors & Partners: Audrey Attal & Kim Haxton
Copywriter: Jake O’ Donnell
Art Directors: Brad Kranjec & Jeanette Tran
Managing Director: L Parker Barnum
Account Director: Aimee Chimera
Account Supervisor: Anita Richmond
Executive Producer: Andy Wilcox
Producer: Chase Theibault
Production Company: Bob Industries
Directors: Jonathan Dayton & Valerie Faris
Director of Photography: Kris Kachikis
Executive Producer: TK Knowles
Head of Production: Kathleen Custer
Line Producer: Brian Etting
Post Production & VFX: The Mill LA
Executive Producer: Hillary Thomas
Producer: Alex Lubrano
Colourist: Mikey Pehanich
Editing: PS260
Editor: Maury Loeb
Executive Producer: Laura Lamb Patterson
Producers: Tamara Treu & Eliza Solomon
Edit Assistants: Allison Miller & Peter Tarricone
Sound: Screaming Penguin
Sound Mix: Rob Fielack
Sound Designer: Rob Fielack
Music: Gray V
Music Supervisor: Phil Quinaz
