Ad of the Day: Samsung empathizes with New Year’s resolution gym-goers in funny Gear Fit2 campaign
Every January, fitness enthusiasts groan and roll their eyes at the onslaught of rookie gym-goers who’ve decided that this is the year that they’ll finally get serious about exercising.
So to kick off 2017, Samsung has rolled out a tongue-in-cheek campaign for its Galaxy S7 and wearable Gear Fit2 fitness band that it hopes will appeal to those who are trying to get back on the weight loss wagon.
In a one-minute spot, Wieden + Kennedy has opted for wry humor rather than the quasi-motivational clichés common in athletic advertising. In the ad, gym-goers and others trying to get in shape comment on the many ridiculous things we put ourselves through during workouts, like climbing stairs to nowhere and paying money to be berated in front of peers.
But in the spirit of New Year’s resolutions and bettering oneself, Samsung is encouraging viewers to embrace the craziness that comes with losing a few pounds – and promises that the Gear Fit2 can help “make sense of it all” by organizing workouts and tracking progress.
Wieden + Kennedy has also created two other spots for Samsung’s Gear Fit2. In “Honey,” an out-of-shape man attempts to go on a neighborhood jog, while in “Mannequin,” a runner finds motivation in a city window display.