Why we're digging the latest "self-centered" spot from Equinox

New year, new posts and lots of “new you” stuff. Typical, right?

Nobody comes on stronger come January than the fitness and wellness brands and, of course, gyms. In recent years, the spots from the national chains (and related brands) have tended to get “softer,” more inclusive and increasingly about community and the camaraderie of the gym. A “better you” often relates to other people. NOT at Equinox…and we love that about them.

Equinox rarely wavers from their brand persona, TOV or positioning. They might not be for the gym for you. Chances are quite good, actually, that they are not. And they’re more-than-OK with that. Their campaigns tend to be bold, visually-arresting and, oftentimes, off-putting for the non-believers. I take that to mean they’re consistently doing something right.

Their latest 2020 effort entitled “The Most Selfless Act of All” follows a familiar script.

[youtube=://www.youtube.com/watch?v=un9f8OyydVs&w=854&h=480]

Yup, it’s a little weird. But the message is dead-on for this brand. Make yourself beautiful. Make yourself strong. Do it for you. For those that read this blog regularly, you might be thinking…but, wait, didn’t you bash the Peloton spot for some of the same reasons and messaging in a recent post? Yes, I definitely did. The difference? Well, there are a few, including the Peloton ad being creepy and failing to really show the product’s features and capabilities (which almost everything they’re now running online in TV and on radio now does). Moreso, it was because it played in a weird space considering the broader brand messages and positioning around OnePeloton and the power of its community. If Peloton was all vanity all the time…the spot would still not be great…but it might make more sense.

In the Equinox case, this spot screams the brand. Unapologetic. A tad esoteric. Artistic. Definitively not like the others. It’s continual playing on the opposite end of the politically correct and uber-inclusive end of the spectrum makes it even more striking and noteworthy. I was hoping/anticipating that the print and outdoor work, as in Equinox campaigns past, would follow a similar style. Based on these images from ADWEEK, that’s most certainly the case.

ADWEEK

ADWEEK

You do you, Equinox. Your members and prospects will likely continue to follow you lead.