DAVID reviews

9 October 2017

No age limit.

by Andrew MacGregor

Fitbit: “Still Got It” - 45s

Ian Derry is no stranger to exertion. His profile of ice diver Johanna Nordblad captured the physical and mental rigours of pushing one's limits; this Fitbit commercial reminds us it's never too late to challenge ourselves.

We see thirty, forty, and fiftysomethings throw themselves into various pursuits: running, swimming, cycling, even lifting ruddy big tires. We like the bloke shaving his legs to ensure aerodynamic efficiency. They may not be typical athletes, but their commitment is unquestionable.

Positive and sweat-drenched, it's a steelier affair than we're used to from Fitbit. A plaintive version of ‘Happy Birthday to You' adds further depth; the brand insist every day is a launchpad - and their wristwear can help us stay on track.

Film Production: Archer's Mark Ⓦ
Director: Ian Derry
Producer: Kirsty Lane
Executive Producer: Steve Jamison
Cinematography: Adam Scarth
Post Production: Kirsty Murray @ Absolute Post Ⓦ
Colourist: Matt Turner
Sound Designer: Lawrence Kendrick @ Jungle Ⓦ
Music Supervision: Andy Carroll @ The Elements Music
David Reviews is hand-crafted by Lovely Lenzie Ltd, 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.