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10 January 2019

Work it out.

by Andrew MacGregor

PayAsUGym: “Make Life Work Out” - 30s

Adland's annual fitness drive continues with this suitably forceful outing from PayAsUGym, which encourages would-be gymgoers to cast any lingering doubts aside and pound a flaming punchbag instead.

Well, one assumes such pyrotechnics are for display purposes only. What the brand do offer is greater flexibility when it comes to locating a gym - ideal for those who love to sweat both home and away

As well as advocating convenience, the brand also take aim at this sector's propensity for generic hunkdom. As gyms increasingly seek more diverse client bases it seems the humble studmuffin's days are numbered.

Creative Agency: Armoury Ⓟ Ⓦ
Creative: Martin Davey / Jack Laurance
Film Production: Armoury Ⓟ Ⓦ
Director: Jack Laurance
Producer: Shimmy Ahmed ♀
Executive Producer: Matt Hichens / Clare Gibson
Cinematographer: Jordan Buck
Voiceover: Remel London @ Sue Terry Voices Ⓟ Ⓦ

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