Titled ‘Leave the Cult, Join the Club,’ the spot highlights how, in a world of fitness fads, it is difficult for people to cut through the noise of their social media feeds and understand what real advice and progress looks like for them. Virgin Active is positioning itself as the anecdote to this.

Gabi Mostert, group creative director at Virgin Active, candidly quipped: “Our message is simple. We’re fucking sick of it too.”

She urged people: “Come to one of our clubs, have a smoothie, move your body, lie in the sauna, whatever. Forget the noise and come as you are. Listen to nobody but your body.”

Premiering in September, the first burst of the campaign will run across TV, online, video-on-demand, digital out-of-home and out-of-home in the UK, Italy, South Africa, Thailand, Singapore and Australia. The next phase will go live at the start of the new year.

Credits

Client: Virgin Active

Agency: We Are Pi

Production company: Spindle

Director: Daniel Liakh

Photographer: Maximilian Hetherington