Anytime Fitness has launched a campaign and platform–created by agency Mischief @ No Fixed Address–for people who don’t want a fitness plan that becomes their life. Rather, they desire a fitness plan that helps them better live their lives each day.
Not everyone is training to be an Olympic athlete or triathlon contender–most of us are just trying to handle all that everyday life throws at us.
The idea is that the Anytime Fitness experience can help folks train to handle the daily realities of life. It offers the network of Anytime Fitness coaches who design personalized plans focused on training, nutrition, and recovery, all accessed and managed via the Anytime Fitness app along with the integration of Apple Fitness+ workout content. Members also have access to more than 5,200 Anytime Fitness club locations worldwide, across 42 countries and territories on all seven continents.
Among the spots in the campaign is this one entitled “Mantras,” directed by Pete Marquis of production company Strike Anywhere. A fitness trainer belts out motivational lines in the form of everyday goals as his trainee takes weight-lifting reps. The trainer utters goals that his pupil is likely striving for–from not breaking a sweat walking up a flight of stairs, to being able to dunk a basketball in the hoop over the garage, to opening a jar of pickles. The problem with the latter is that the trainee doesn’t like pickles. So the trainer needs to push a different button. After mentioning different varieties of pickles to no avail, the trainer finally asks his trainee if he likes cucumbers. A “yes” answer keeps the motivational flow going. After all, cucumbers are like pickles in training.
