What the f*** is up with Equinox's latest ad campaign?

When the clock struck midnight on January 1, 2024, health and wellness companies around the country rejoiced - it was time for New Year’s resolutions and new gym membership purchases! This includes Equinox - one of NYC’s premiere luxury gyms with an even more premiere price tag.

Equinox's ad campaign released in January certainly sparked… a conversation. With its focus on desire and an abundance of sexual undertones, the campaign delves into a territory that's both intriguing and, for some, bizarre. Have a quick watch:

Pleasure and pain? Pomegranates? Octopus tentacles? I thought this was a gym?? Turns out, that’s exactly what they want you not to think. Ending with the slogan, “It’s not fitness. It’s life.” this ad leaves the viewer fascinated, a little perplexed, and definitely ponderous of how Equinox could change their life if given the opportunity.

On one hand, the artistic direction of the campaign is undeniably captivating. The use of gorgeous imagery and not-so-subtle symbolism to evoke a sense of desire is skillfully done. It grabs attention and leaves a lasting impression, which is often the goal of any advertising endeavor. The production was done by Chandelier Creative, a creative studio that prides themselves on offering “near-mythical storytelling” and has worked with high caliber brands such as Cartier, Khaite, and Maserati to name a few.

Muse newsletter interviewed Equinox’s VP, ECD Will Mayer who touched on the decision to focus on the theme of desire in this campaign - “We wanted to highlight the duality of desire in a way that focused on feelings and tensions. [To illustrate] How our daily pursuits are guided by these principles—innate desires, not surface-level status symbols.” Though it’s a nationwide brand, the campaign also plays into infamous NYC hustle culture - you can always be doing more, performing better, looking hotter, making more money, etc etc etc, and Equinox will help you reach these lifestyle goals.

However, the overtly sexual nature of the campaign may be a double-edged sword. While it undoubtedly piques curiosity, it also runs the risk of alienating some audiences. I can understand why one might feel weird walking into a gym with these images on the outside:

Not everyone may appreciate such explicit themes in a gym advertisement, especially if they find it too provocative or disconnected from the core values of fitness and wellness. Like, why should I have to 12-3-30 walk on the treadmill staring at someone else’s naked body next to a wet octopus and mushrooms (omg just typing that 🤢) the whole time?

In essence, Equinox's latest ad campaign walks a fine line between being captivatingly avant-garde and possibly polarizing. It's a bold move that's bound to get people talking, but whether it translates into a positive brand image and resonates with the broader audience remains to be seen.

Would this campaign convince you to join? At least ask your member friend for a day pass? Let me know.

xoxo

Abbie