powerful is empowering
When the request came in for a new brand campaign, we requested some updated competitive and consumer research to see if we could spot any current trends. No surprise, all TV spots in home fitness were quickly becoming a sea of sameness. Same intense visuals. Same anthemic music. Same storyline. Same jacked models (still with shirts off!). Same same. Not only did we want to mix things up, but we needed to mix things up. Our customers were being clear “ok you keep telling us about these great products, but what else can they do for me?” Hmmm, what else huh?
The SOLUTION
I called on my good friends at JEAN to throw some unexpected ideas at me and this one stuck out right away. We wanted something different and motivating during the holiday season but not something super cheesy and over the top with your typical santa claus holiday characters at the center of the story. That’s not Bowflex. Bowflex is about knowing our customer and all that moves and empowers them. We chose a storyline that starts in the home, but quickly transports our heroine into a fantasy world of doing all that was previously unthinkable; but not because she became super strong physically, but because the feeling of exercise gave her the confidence to do anything. Powerful is empowering.
Directors: JEAN
Creative Director: Michael Robinson
Sr. Marketing Manager: Bridget Berquist