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Agency: Manifest
Date: Apr 2016
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Leading outdoor fitness provider, British Military Fitness (BMF), is launching its Don’t Be Like Dave campaign, seeking to educate people about the brand by puncturing the idea that it’s weird, unusual, inaccessible and difficult, by pointing a brazen finger at those activities that are.

Created by integrated communications agency, Manifest Communications, the light-hearted Don’t Be Like Dave campaign seeks to highlight the drastic lengths that fitness extremists go to, with the introduction of three main characters: construction worker Dave who believes smearing Vaseline onto his nipples will aid his cycling; Alice whose holistic routine involves hanging upside down on monkey bars and only snacking on wholefoods beginning with P; and protein addict Brett, who doesn’t have time for a girlfriend as he’s too busy weightlifting.


Creative Account Director: Beth Archer

Art Director: Henry Hayhurst-France

Copywriter: Richard Hanney

Published: April 2016