Bare-chested biker lives 'Happily Ever Active'

A desert. A tiger. A boxer. A starter pistol. A discus thrower. Then gymnasts, swimmers, cyclists. And a bare-chested biker riding through the desert.

In its bid to become the "most loved" health club in the UK, Virgin Active has spliced together scenes of sports and exercise, with the words "Live happily ever active" brandished across the screen for its new brand campaign.

Brand: Virgin Active

Client: Brian Waring, chief marketing officer

Agency: Karmarama