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11 February 2020

Right here, right now.

by Andrew MacGregor

Orangetheory: “Welcome to More Life (Director's Cut)” - 68s

Fatboy Slim’s ‘Right Here, Right Now’ provides a big beat boost to this ad for Orangetheory gyms. Driven by Angela Bassett’s looped vocals and late-Nineties hedonism, the ad shows how a gym session can fuel even greater achievements on the outside.

Thus, we see a runner swap the treadmill for woodland; a dancer on the pull, so to speak; and a man lifting the most important weight of all: his grandson. Not every gymgoer, the brand argue, has gym selfies in mind.

Much like Virgin Active’s ‘First Dates’ ad from 2016, Orangetheory concentrate on the role fitness plays in everyday life. While the outcome is still slick beyond reasonable doubt, relatable scenarios give punters enough to latch onto.

Director: Matt Baron Ⓦ (Partizan Ⓟ Ⓦ)
Music: Right Here, Right Now - Fatboy Slim

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