Virgin Active keeps it real with stories
Posted on 19. Jan, 2010 by Jonathan Cherry in Advertising
"I don't want to get fat."
Going to gym can be a little daunting if you’re not Ryk Neethling. The last time we were at the sports science institute we limbered up to the swimming pool ready to try tackle a few laps and promptly made some official looking guy in a track suit look very uncomfortable [like he needed the toilet or something] as we eased our softly-sculpted frame into the calm shallows.
Luckily at Virgin Active it seems like it doesn’t matter whether you understand the difference between VO2 Max and Cytomax – you’re welcome all the same.
We heard one of the radio ads the other day and thought we’d tuned into a ‘radio reality show’. Unscripted, recorded in a gym with loose, technically-incorrect language and honest stories, they just kinda work. There are apparently more than 30 radio ads in the campaign – so the chances of hearing the same ad twice are rather slim. [thanks Izzie]
We also smaak the campaign photographs that were shot by Andrew Brauteseth – who traveled 11,499 km’s on local flights to find the real members of the gym.
Check out some of the stories here
Radio tracks:
