Virgin Active focuses on life outside the gym in latest campaign

Virgin Active is bucking the trend of New Years Resolutions for its January ad campaign and is instead focussing on different life scenarios that the gym can help you prepare for.

The comical ‘We’ve Got A Workout For That’ campaign aims to challenge perceptions that working out can be monotonous, and looks to position Virgin Active as ‘the club for the life you want to live’.

The ad was created by iris, the first since the agency's appointment late last year, and shows a woman as she goes on a series of unsuccesful dates that require her to use skills learned in the gym to escape the situation.

The campaign, which spans video on demand, out of home, radio, digital display banners, social and in-gym, aims to target people that want to 'be themselves' but a bit fitter and healthier.

Chris Baylis, executive creative director, iris said: "When you work with a Virgin brand, you hope they are going to let you be bold and distinctive. And they have. Our campaign focuses on real life, life outside of the gym, and proves that Virgin Active is supportive and fun, whatever you want in life."

The campaign launched yesterday (5 January).

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