Equinox’s new campaign by Fallon is titled “Happily Ever.” The ads feature images of hot bodies posing in provocative positions with the headline “Happily Ever,” followed by “What’s your after?” in small print.
Adage happened to have some quotes from the senior director of marketing for Equinox on the campaign:
“The big selling point of Fallon was their creativity,” said Hillary Benjamin, senior director-marketing for Equinox. “This new campaign is so strategically sound and out-of-the-box that it will exponentially fill the marketplace on its strength.”
“It’s [about] both fitness and lifestyle,” Ms. Benjamin said. “We were looking to continue to evolve the brand’s lifestyle position. Our members are less motivated by physical results [than] the long-term implications of being physically and emotionally fit. They work hard for their rewards, and in this case, our members expect their ultimate fantasy, their ‘happily ever after.'”
Fallon hired Paris fashion photographer and director Ellen van Unwerth to shoot the campaign. The photos focus on four themes: female and male sexual fantasy, inner beauty and eternal youth. They all carry sexual overtones, from three nuns painting a nude male model in a David-like pose to women eating fruit off a man’s stomach.
“We wanted it to be visually arresting enough so people will understand and take note of the campaign,” Ms. Benjamin said.
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