Hasta La Creative!

Equinox is bringing its 15-year-old tagline, “It’s not fitness, it’s life,” back to the forefront of its advertising as it seeks to become a full lifestyle brand. The company is starting 2019 with a new marketing push designed to not only attract those consumers in search of a fresh fitness start, but to also encompass the brand’s myriad new business ventures in areas like hospitality.

A two-minute anthem video, “Life,” directed by Nick Knight, a first-time collaborator with Equinox, kickstarts the effort this month. In the film, a voice describes life’s “series of moments” over video of parkour-style gymnastics, dancing and bike racing. “This is your life, so live better,” the voiceover concludes. Each of the celebrities in the video, including Grammy Award winner Ciara and stuntman Chase Armitage, are intended to represent elements such as “soul,” and “energy,” according to the brand.

Equinox first introduced “It’s not fitness, it’s life,” in 2004, but the mantra has never again been prominent in advertising until the new work, according to Liz Nolan, executive creative director.

Continue reading at AdAge.com

Farewell, 2018! There are many reasons we’re happy to see you go, but it was also a breakout year for creativity. To ring in the new year, the editors of Ad Age’s Creativity are counting down the best brand ideas across a range of categories.

We begin with a look at the TV and film category, which was full of irreverence, expert craft, ingenuity and even some daring, which has been in otherwise short supply. These ads, for an array of brands in categories ranging from retail and cleaning products to tourism and femcare, defied convention and ultimately showed how the scariest moves can be the most powerful.

10. 7-Eleven, The Land of Chlamydia

Continue reading at AdAge.com

The episode of “Patriot Act With Hasan Minhaj,” which critiques the crown prince, was blocked from streaming in the country after the government complained that it violated cybercrime laws.

Even as Facebook, Google and others confronted challenges in 2018, their ambitions were undimmed. After all, so much of life remains undisrupted.

There are plenty of good reasons to be bullish about digital-out-of-home (DOOH) in 2019. For one thing, this dynamic emerging media category is on track to more than double its total market value from $12.5 billion in 2016 to $26 billion by 2023. Even better, 60 percent of media planners report including DOOH in their…