• Ad Age, Thursday, January 10, 2008 11:46 AM

A just-launched campaign for Equinox from new agency Fallon has drawn cheers and criticism for its bold art, sexual overtones and complexity--or, some believe, ambiguity.

The first wave of the three-part campaign is a print ad featuring images of scantily clad or nude men with women in Victorian clothing posing in provocative positions and the copy "Happily Ever," followed by "What's your after?" in small type. A 60-second cinema ad will play in four markets in February and September of 2008. Equinox is also relaunching its Web site in March.

"We were looking to continue to evolve the brand's lifestyle position," says Hillary Benjamin, senior director-marketing for Equinox. Though the ads have generated the predictable media buzz, feedback has been mixed. Some have praised the campaign for being sexy, bold and edgy; critics say the ads are too racy and that they don't explicitly say what Equinox is or what it offers.

Read the whole story at Ad Age »