Last night, while doing some insomnia-induced Facebook feed flipping, I came across a piece of Equinox Gym’s “Commit To Something” campaign as a sponsored ad. It showed up in my feed because 6 of my Friends “like” Equinox. My eyebrows were raised by seeing a bunch of white folks with somewhat unimpeachable looks being touted by two black, three asian and one hispanic friends of mine. Of course, they had no active part in the image presented with their names attached, but it struck me. To be fair, the “Commit To Something” campaign shows diversity, but it also leaves a lot of room to interpretation. Oddly, when I read about the thinking behind the campaign, provocation seemed to be the core driver when it needn’t be.
Perhaps subconsciously, Equinox and Weiden & Kennedy tapped into a conceit that has pervaded their perfect audience for centuries – exclusive and unattainable beauty as conveyed in the fashion industry for…ever. The high-end fashion industry parades clothes on catwalks around the world revealing clothing that can neither be afforded or worn by nearly all humans. Luckily for Equinox, their audience profile fills a larger percentage of the population, and Equinox extends their exclusive feel through this campaign. Additionally, it seems that they have smartly already primped the pipeline of content to consistently feed the campaign with videos, #committosomething social content and more.
So, while many may ask why a gym doesn’t show normal people sweating on treadmills, Equinox is strong in it’s brand awareness and holds fast to their place in the industry as the purveyors of high-end gym offerings for exclusive individuals. I don’t know that they need to provoke anyone in order to convey who they are, but at least they’re having fun with it.