• by Fern Siegel , February 28, 2023

Fitness International just launched a new campaign for LA Fitness and City Sports Clubs.

The creative is from The Woo, and the spots were directed by Christian Breslauer, who has directed music videos for Lizzo and John Legend.

The cross-platform “Anthem” spot runs in TV, radio, out-of-home, digital and social media. The tag: “Make A New Day Resolution.”

The focus isn't about making a broad resolution, which is tough, but to approach each day as a chance to take care of your health and well-being.  

“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, The Woo.

The 30-second spot features gym members during a 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.”

The Woo also handled the upcoming launch of the brand’s official TikTok account.

Production was handled by London Alley, a creative company that’s done work for Pepsi, Sony and Google Play.

“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,” Andrea Ojeda, vice president, marketing, Fitness International.

Fitness International has more than 700 locations in the U.S. and Canada.