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6 January 2019

What you sweating for?

by Andrew MacGregor


The Gym: “So I Can” - 60s

Everyone hits the gym for a reason. Whether it's for a chiseled bod, to clear the head, or to fit into that estranged pair of jeans, gymgoers have their own motivations for getting a sweat on. Sometimes, however, it's simply about owning a nice arse.

That's the gist of this spunky commercial for The Gym, which turns the sounds of exercise machines and thudding weights into an EDM banger with a varied - and surprisingly candid - list of fitness goals as the lyrics.

It's a fun take on the ‘new year, new me' meme, and irreverent enough to draw those with newly discovered resolve to the brand. Whether that staying power lasts beyond January is another matter.


Creative Agency: Who Wot Why
Film Production: Dark Energy Ⓟ Ⓦ
Director: Sean Thompson Ⓟ Ⓦ
Producer: Dominic Wilcox
Executive Producer: Matt Brown
Editor: David Stevens Ⓦ @ The Assembly Rooms Ⓟ Ⓦ
Post Production: Absolute Post Ⓟ Ⓦ
Colourist: Matt Turner @ Absolute Post Ⓟ Ⓦ
Sound Designer: Jim Stewart @ String and Tins Ⓟ Ⓦ
Composer: Jim Stewart @ String and Tins Ⓟ Ⓦ

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