And by risks, I don’t mean that you need to create provocative images such as these, but instead just be willing to be a little bold, a little daring, and ultimately, say what you feel. I wish brands were more willing to take risks. It has a willingness to push the boundaries, and it’s inspiring in many ways. However, not all brands should or would court such controversy. They can still stand for something that’s bigger than the attributes for the category in which they operate. Whether you are a fan of the new Equinox campaign or not, you must respect the fearless and unapologetic stance that the company is taking. As a result, I predict that after these ads, we might see a resurgence of other fitness companies, including gyms, jumping on this trend, similar to Equinox or even Soul Cycle. So their message of committing to making your health a part of your daily life is smart. People tend to spend endless hours at their profession or on their hobbies, but more often than not let their health go by the wayside. And even though the ad doesn’t exactly demonstrate fitness, it is a great social depiction about how culture and fitness often bleed into one another. By taking a stance on a topic like breastfeeding, the brand is reiterating its stance that committing to something isn’t just saying you’re committing, but actually taking action. The most controversial example is the ad featuring a young mother breastfeeding in a restaurant, portrayed by model and actress Lydia Hearst. It’s clear that their business model is working.Īpart from just being shocking, the campaign goes a step further and takes a strong, bold stance on the hot-button topics that are a constant source of today’s societal news. ![]() That said, as a member since 2008, I can assure you they earn a healthy price premium, the gyms are full and they are continuing to open more. ![]() They crave a more custom, exciting and exclusive experience that will cause them to feel like they are a step above the rest, even to an extreme level. Their set demographic – the younger, more affluent, who live in the more burgeoning larger cities like New York and San Francisco – don’t want a run-of-the-mill, basic, 24-hour fitness gym. Even among my peers, the jury is split: Is this aspirational, gratuitous or offensive? Perhaps the point is not to answer the question, it’s to promote the discussion. Equinox has taken a classic challenger positioning. While it may not be right for all brands to provoke so pointedly, the brand has a history of sexy provocative work that has helped separate them from a category that is commoditized and very price sensitive. In contrast, Equinox has built a lifestyle brand that lives more in the world of fashion, tastemakers and influencers versus sweaty gyms. The debate will range about what’s appropriate in this campaign and more. And most important, I believe that these ads represent their clear point of view centered on today’s societal conventions and nuances – of living life to the extremes. As a challenger brand, this Equinox campaign is in line with its tradition of sexy and edgy advertising. And in this social/digital dense era, I believe that we have focused too heavily on bringing instant value and gratification to our customers’ lives, and have forgotten how to shock, bring pause and thought. ![]() In my opinion, the campaign is a perfect example of advertising as a hyperbole. And I do agree that the ads may be polarizing, but to me, that’s the point. The new Equinox campaign, “Commit to Something,” has the news cycle up in arms about how the brand may have shifted from the sexy and edgy ethos to a polarizing, and some say, offensive place. This article is by Christian Hughes, president and principal of San-Francisco-based ad agency Cutwater.
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