Equinox Wants You To "Commit To Something" w/ Sexy New Ad Campaign

Following up last year's successful "Equinox Made Me Do It" campaign, the fitness company has unveiled its campaign for 2017: "Commit To Something."

We're suddenly feeling very committed.

Equinox Chief Marketing Officer Carlos Becil tells Ad Age:

"This is really a call for action, asking people to make a commitment. We don't care what the commitment is, but we're asking people to step up."

The approach addresses a particular challenge: "While the category is as strong as it's ever been, we're seeing a shift in mindset particularly with millennials -- an 'anti-commitment' culture," said Mr. Becil.

"With millennials, there are things like Tinder, Grindr and even [the gym studio startup] Class Pass showing people that commitment isn't necessary," said Wieden & Kennedy New York Creative Director John Parker. But a sense of commitment is crucial when you're asking customers to sign one-year contracts.

"We definitely aren't putting out agenda-driven advertising," said Equinox Executive Creative Director Elizabeth Nolan. "It's very much about people seeing the imagery and taking what it seems to them. We deliberately avoid giving distinct narratives."

Is it effective? You tell us!


(Image Credit: Equinox/W&K New York; Photography by Steven Klein)

(H/T: Axxidental)