Virgin Active wants you to clench your butt

Butt clenches: you can do them anywhere, anytime. You can do them while making a sandwich, while standing on an escalator, even while waiting for a bus.

Virgin Active: unveils 'butt' campaign
Virgin Active: unveils 'butt' campaign

And you can wear anything while doing butt clenches, according to this latest viral by Virgin Active. From gold hotpants to bright red leggings, a smart skirt for work to some super-jazzy gym shorts, the world of butt clenching is your oyster.

Brand: Virgin Active

Client: Brian Waring, chief marketing officer

Agency: Karmarama