The fitness brand ad rush is traditionally in January to catch New Year Resolutioners. Agency, Quality Experience (QX) and futuristic tech fitness brand, Tonal, are advertising now – advantage number 1. They’ll have the pre-party season resolutioners all to themselves. The campaign is also timed to stand out during the Black Friday buying frenzy.
However, there is a lot more to the cleverness of the campaign for the avant-garde home gym company. There’s its message, the future of fitness. Everyone is looking for the next big thing that promises fitness success. And there’s its style. These are advantages numbers two and three. The campaign film is a two-minute history of fitness, shot beautifully in evocative black-and-white, ironically – and successfully – making its competitors look antiquated, with its scenes of gruelling work, repetitive exercise and primitive equipment – such as anvils, factory pulleys, pennyfarthing bicycles, and old-school rowing boats.
The final advantage is that the campaign is so unexpected – it will stand out in the flood of competitor advertising that is about to occur – and its idea is so simple. It’s easy to grasp what makes Tonal stand out.
The hero film is supported by cutdowns ranging from 90 seconds to 15 seconds, all directed by French director Aube Perrie of Pulse Films, known for his music videos for Harry Styles, Megan Thee Stallion, and RM’s LOST!.
The whole campaign is accompanied by a new design system that complements the brand’s Power Progress platform – refreshed brand colours, dynamic, photographic style, featuring a modular layout system and bold, streamlined aesthetic that mirrors Tonal’s commitment to individualised strength and progress.
The campaign will air across connected TV (CTV) and linear television in the US, paid social channels, live activations and retail partnerships.
Credits:
Client: Tonal
Chief Executive Officer: Darren MacDonald
Vice President of Marketing: Meg Douglass
Marketing Managers: Christopher Hunt & Maddie Kassan
Project Manager: Grant Woodard
Creative Agency: Quality Experience
Founder & Creative Chairman: Ari Weiss
Partner & Chief Creative Officer: Cristina Reina
Chief Executive Officer: Dan Gonda
Partner & Executive Producers: Sherri Levy 7 Christy Carter
Partner & Chief Strategy Officer: Colleen Leddy
Operations Manager: Shannon Kelley
Business Affairs Manager: Paul Rodarte
Production Company: Pulse Films US
Director: Aube Perrie
Director of Photography: Jake Gabbay
President: Mino Jarjoura
Executive Producer: Casey Engelhardt
Producer: David French
Head of Production: Chris Harrison
Production Manager: Gregorio Back
Post Production & VFX: The Mill US
Colourist: Mikey Pehanich
Executive Producer: Alexandra Lubrano
Producer: Colleen Valentino
Coordinator: Joanne Lee
Editing: Rock Paper Scissors
Editor: Gwen Ghelid
Edit Assistant: Jonatas Da Silva
Producer: Grace Ahn
Head of Production: Cynthia Laplaige
Executive Producer: Justin Kumpata
Managing Director: Eve Kornblum
Music & Sound: Barking Owl
Composer: Atticus Ross
Creative Director: Johanna Cranitch
Executive Producer: Ashley Benton
Producer: Jenna Pangilinan
Managing Director: Carol Dunn
Sound Designer: Brian Emrich
Sound Mix: Sound Lounge
Sound Mixer: Tom Jucarone
Executive Producer: Dana Villarreal
