Campaign from director Christian Breslauer, London Alley and The Woo captures the joys of reaching goals
When it comes to making healthy life changes, thinking in terms of an entirely New Year is daunting. It feels good to think about setting the new year off right, when the new year hasn’t shown up yet. But when January first arrives, the year suddenly feels like…365 actual days.
But what if instead of counting down to a year, we counted down to a day, and took the pressure off the other 364? That strategic insight is at play in the new Fitness International’s campaign for LA Fitness and City Sports Club from The Woo, London Alley and director Christian Breslauer.
The 360-campaign seen across TV, radio, out-of-home, digital, and social, features the anthem spot, encouraging people not to make a New Year’s Resolution, but a New DAY Resolution. LA Fitness, and its bay area sister City Sports Club, want people to know that anything can be your spark, and every day is a chance to hit reset. Not just January first.
Christian Breslauer, who has a history of directing music videos for artists including Lizzo, SZA, John Legend, Charlie Puth and more, directed the spot which began airing this month. The :30 spot features determined individuals mid-workout all counting down from 10, playing off the New Year’s countdown to midnight. After doing a single pull up, a woman admires herself in the mirror and utters ‘Happy New Me.’
“Directing this spot, my goal was to bring that ‘New year, new you’ energy to the commercial while making it attainable and realistic. I think we accomplished that and created an inspiring campaign to help motivate and inspire,” said Christian Breslauer, director.
The Woo, creators of the full campaign which includes TV, radio, digital, social and out-of-home, has a long-standing working relationship with LA Fitness. This year marks an expansion of their efforts, including the upcoming launch of the brand’s official TikTok account.
“We set out to create a bold, empowering campaign that pushes against the pressures of the New Year and helps put an end to the unhealthy cycle of annual workout mood swings,” said Chelsea Kauth, executive creative director at The Woo.
Production was handled by London Alley, a creative company with strong roots in music video production and creation of culturally relevant work for brands including Pepsi, CANN, Sony, Google Play, and more.
Founded in Southern California in 1984, Fitness International, LLC is one of the fastest-growing health club chains in the US, with over 700 locations in the US and Canada. The company’s mission is to help as many people as possible achieve the benefits of a healthy lifestyle, offering its members the widest range of amenities.
“We want our members to feel inspired all year round, and to know that we always have their back. No matter what their reason, or when they’re ready, we’ll be there,” said Andrea Ojeda, VP marketing, Fitness International.