Orangetheory Fitness announced its latest effort, inspiring women around the globe to keep pushing for more.
The spot highlights the fact that International Women’s Day 2020 falls on the same day as daylight saving time, effectively making it the shortest day of the year. International Women’s Day is meant to celebrate, inspire and empower women, but this year it also is asking them to do more with less, something women have had to do consistently throughout history. With the spot, Orangetheory Fitness is hoping to ignite the fire that lives in all women that pushes them to achieve, succeed and strive for more despite being given less.
Featuring various female Orangetheory Fitness members and Orangetheory Fitness Founder Ellen Latham, the spot was produced by an all-female crew, directed by Madeline Kelly, executive-produced by Kathryn Berk at Curfew, and had Zoë Yi as director of photography.
In tandem with the ad’s release, Orangetheory Fitness is announcing a percent-of-profit donation in March to be made to the Global Fund for Women, the nonprofit organization raising funds to support the tireless and courageous efforts of women’s groups working every day to aid and empower women.
The spot was created by Orangetheory Fitness’ longtime creative agency of record, Tombras, and guided by Tombras’ chief creative officer, Jeff Benjamin.