‘We’ve Got a Workout for That’, Iris Worldwide’s cheeky commercial for the Virgin Active chain of health clubs, aimed at people who want to improve their health rather than fitness freaks, won the January/February 2016 Thinkboxes award for TV ad creativity.
With fitness often sold as a must-do New Year’s resolution, Virgin Active wanted a creative idea that focused on how the gym could help people be ready for different situations.
Iris Worldwide’s witty solution features a girl who stays fit to navigate the daily challenges of dating – dodging kisses and making hasty escapes from awkward situations through restaurant windows, thanks to the strength and agility she has honed at the gym.
Our heroine’s reward? A desirable man she spots while out running in the park, and subsequently ‘hooks up’ with.
"We are passionate about helping people to get fit and active, but we know that most people’s lives don’t revolve around the gym," explains Clare Gambardella, Virgin Active’s European marketing director.
"We wanted to create a campaign that reflects our belief that working out with us is never dull and gets people ready to take on life,- whatever it throws at them. It’s great to be recognised, and we look forward to building on this with more inspiring and fun campaigns throughout 2016."
Center Parcs’ ‘Bears’, featuring a family of bears in need of a holiday in an idyllic natural setting, created by Brothers and Sisters, won second place in the January/February Thinkboxes winners’ line up.
In third place was ‘The Snackarchist’ – bringing anarchy to the snack world. The spot was created by Saatchi & Saatchi for Mattessons.
"We wanted a campaign that reflects our belief that working out with us is never dull"
Client Clare Gambardella, European marketing director, Virgin Active.