The TVC culminates in the message that Virgin Active has what it takes in a breadth and variety of options in its clubs to get and stay active.
Zeyad Davids, chief sales and marketing oficer at Virgin Active South Africa, said that he believes the commercial “succeeds in inspiring ordinary individuals to get up and get active all year round”.
“It was crucial that the tone of the campaign came across as motivational rather than judgmental” he said, “so, in conjunction with our agency Ogilvy & Mather Cape Town, we purposefully set characters in everyday scenarios. We also played with a tone that kept closely to the Virgin brand's well-established witty, straight-up personality. The result, we hope, will encourage people to - firstly have a laugh - and then take charge of their wellbeing,” adds Davids.
Click here to view the new commercial.
The television commercial will be supported by in-club and print advertising as well as a digital and social campaign to be launched shortly. “Gif Off Your Ass”, an element of the social media campaign will allow individuals to download a selection of gifs of the various characters in the commercial that reflect their current mood. These can be shared on social media platforms.
For more information, visit
www.virginactive.co.za. Alternatively, connect with them on
Facebook or on
Twitter.