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By Audrey Kemp, LA Reporter

June 26, 2023 | 5 min read

The Kiwi fitness brand’s ‘Choose happy’ campaign aims to makes working out less intimidating for the 64% of Gen Z that does not prioritize fitness.

When one thinks of people who personify happiness, Brett Goldstein – the Emmy Award winner known for playing the curmudgeon Roy Kent in Apple TV’s American sports comedy-drama, Ted Lasso – probably does not make the list.

For this reason, New Zealand-based fitness company Les Mills found Goldstein ripe for the leading role in its satire-rich, global campaign, ‘Choose happy,’ which also marks the brand’s US launch.

The brand film, created by new indie agency nice&frank, was shot on location in New Zealand with director Andreas Nisson. It opens with Goldstein in a dark and grim workout scenario, in which he is haunted by the words of his domineering father.

While in the depths of his darkest training moments, a woman (played by Māori actor Acushla-Tara Kupe) cracks open the door, transporting both Goldstein and viewers to sunny New Zealand, where people are seen working out together in peace.

“When I traveled to New Zealand, I saw first-hand why the island nation is one of the world’s happiest countries,” Goldstein said in a statement.

“Les Mills inserts happiness into all workouts improving your physical and mental health while delivering results. There were good vibes in every gym I visited. It even made me smile. I’m proud to bring the Kiwi-inspired, ‘Choose happy’ fitness mentality we highlight in the film to the world, so that anyone who dreads working out, can discover it, in fact, can be a key to happiness.“

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The work aims to help Gen Z overcome barriers to an active lifestyle and comes after Les Mills’ own research found that 64% of the demographic does not exercise.

What’s more, as part of the ‘Choose happy’ campaign, Les Mills has also released a competition that will make two two fitness fans its next “Happiness Ambassadors,“ granting them a “dream move” to New Zealand for three months.

Participants must visit www.lesmills.com/choosehappy and explain why they should be chosen. Winners will be announced through Les Mills’ social accounts during Les Mills Live Los Angeles, a fitness training festival taking place on July 29 NZT.

Credits

Agency: nice&frank

Production company: Biscuit

Editorial: Work Editorial

Business affairs: Hailstorm

VFX, color: Blacksmith

Mix: Heard City

Sound design: Trinitite

Music: KOM

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