DAVID reviews

9 October 2017

Fitbit: 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.


Creative Agency: FCB Inferno Ⓦ
CCO: Al Young
Senior Creative: Ali Dickinson / Jack Walker
Managing Director: Sharon Jiggins
Senior Acc Handler: Claire Maddocks / Alice Poole / Sabrina May
Business Team: Valerie Boyce
Senior Project Mgr: Bridie Scriven
Strategist: Laura Pirkis / Jason Edwards
Senior Producer: Kate Mahoney
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
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