Virgin Active hopes to capitalise on the new-year rush to get into shape with a TV and cinema ad encouraging people to exercise more. In the surreal spot, footage of a man in his underpants riding a motorcycle through the desert is spliced with clips of people being active, as well as images of human achievement and other random things. It is supported by print, outdoor, digital and social media activity. The work was Karmarama’s first campaign for the brand. It was created by Sam Walker and Joe de Souza, and directed by Walker through Kream. Post-production was handled by The Mill.
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