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15 October 2020

No Pain, All Gain

by Syd Briscoe

FITXR: “Workouts for Everyone” - 60s

Fitness-focused brands have long clung to their 'no pain, no gain' mantra, celebrating sweat and tears just as much as the results that come from such Herculean efforts. VR workout programme FITXR, however, dismiss the notion that one has to suffer in order to get in shape and sharply satirises existing gym-culture messaging in this entertaining film.

Each element is ideally pitched, as the ad encompasses a driving soundtrack, endless shots of pre-buff gymgoers, and motivational hashtags galore. Director Chris Boyle stamps the brand's twist on such imagery with verve: animated flares and irreverent VFX ensure that no viewer mistakes this for another Nike or Under Armour missive.

While this is an edgy route to take, there's a core message beneath the 'PAIN' membership cards and toxic waste smoothies: the gym is an intimidating experience, and there are other options for people to get fit in their own "sweary, wobbly" way. It's 2020, after all—haven't we suffered enough without adding public changing rooms and other people's sweaty equipment into the mix?

Creative Agency: Uncommon Ⓟ Ⓦ
Director's Agent: ENID London Ⓟ Ⓦ
Sound Designer: Tom Pugh Ⓦ @ Grand Central Ⓟ Ⓦ
Music Supervision: String and Tins Ⓟ Ⓦ

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