Virgin Active Challenges 'Fakefluencers'

Virgin Active, a popular gym chain, is urging individuals to push back against the negative aspects of the wellness industry with their new global campaign, "Leave the Cult, Join the Club."

Created by the creative agency We Are Pi, this campaign marks their first collaboration with Virgin Active.

It centers around a bold 50-second ad that highlights the questionable nature of some fitness influencers and bizarre online health trends, exposing them as mere fiction.

Set to a remix of "Ode to Joy," the ad emphasizes the genuine benefits of fitness and wellness, which are readily available at all Virgin Active gyms.

Gabi Mostert, the Virgin Active group creative director, explained, "Beyond the film, we're bringing our message to the streets with catchy text and visuals.

We're confronting toxic wellness in an entertaining way to ignite conversation and public examination."

"Our message is straightforward. We're fed up with it too. Visit our clubs, enjoy a smoothie, exercise, relax in the sauna—whatever suits you. Block out the noise and just be yourself. Trust only your body."

Debuting this week, the campaign will be visible across various platforms, including TV, online, video-on-demand, digital out-of-home, and traditional out-of-home in the UK, Italy, South Africa, Thailand, Singapore, and Australia. A second phase is planned for January 2025.

Alex Bennett Grant, CEO of We Are Pi, commented, "'Leave The Cult, Join The Club' presents the perspective the wellness industry needs from an iconic brand that's known for its playful cultural provocations."

Source: marketing

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