There is a turn in the narrative of sports advertising. Enjoying, well -being, calm or intention are relegating messages focused on competition and exacerbated effort in brand speeches such as Puma, Asics or even Nike. The change, by extension, is also being appreciated in other areas of the category, such as gyms, as highlighted by the new Forus campaign.
“You come to be well, you go feeling better” is the chosen claim
Under the Claim “You come to be well, you leave feeling better,” the gyms chain addresses consumers’ interest in sports and sports beyond the physical plane. It has been designed with the creative agency Leo Burnett and seeks to awaken the attractiveness of the company’s proposal appealing to emotions and the impact of sport on mental health.
It relies on a key insight, in the common perception that exercise helps people not only feel physically better, but also emotionally and psychologically. They reflect in three different pieces, starring various user profiles, reinforcing both the universality of its message and the offer of Forus services.
With Attic Films production and César Conti address, spots play with the image format to recreate the sensations provided by the sport.
Thus, in one of the pieces it shows a young man practicing spinning and boxing, and swimming in the pool, where he reflects, as revealed at the end of the video, about the beginning of coexistence with his partner.
In another of the ads, the protagonist is Laura, a lady who uses the gimansio machines and resorts to the Pilates classes to stay fit and feel good. It shows how that gives you confidence to undertake the search for a new couple, and a new life, after the loss of her husband.
“We sign up for the gym seeking physical well -being, but there is a “collateral benefit” that is not always seen, but it does feel “Dani Saenz, executive creative director at Leo Burnett, has commented through LinkedIn. “In Leo Burnett Madrid we decided to give that “collateral benefit” the place it deserves and transform it into another reason to sign up for Forus”
In this sense, Forus has opted to get away from the usual category codes, mainly focused on the physical aspect of the exercise and supported by a more accelerated and forceful visual language. With this, as Juan Frías, executive creative director and art director in Leo Burnett has stated, is intended to reflect a more human side of sports centers.
“We have already tired of listening to doctors and psychologists to repeat what sports brings benefits that go far beyond what the mirror can show”, He commented on LinkedIn.“There is that transformative power that orders what one has in the head: ideas are born there, decisions are clarified, anxieties are dissipated. That is the beautiful and human part of the gym, which makes many go without worrying too much about whether the Six-Packs appear or not, or whether the one next door has a biceps larger than yours”
