Now that we’re a week into the New Year, it’s likely that many of you have kicked off your fitness resolutions, which makes it the perfect time for gyms everywhere to up the ante with their marketing campaigns.
This is exactly what Equinox, a chain of luxury fitness clubs did with their latest ad series, emphasising how fitness is an important life commitment.
While the campaign - accompanied by the hashtag ‘Commit to Something’ – is undoubtedly powerful, not everyone has been left impressed by its images.
One of the ad’s most controversial posters has proven to be one of actress Lydia Hearst breastfeeding two babies at the table of a fancy restaurant. The accompanying caption reads: “Table for one. Dinner for three. #CommitToSomething”.
Since being posted to Equinox’s Facebook page yesterday, the image has garnered mixed reviews from members of the public. While some have praised the move, others are taking issue with the fact that breastfeeding has nothing to do with fitness or the company.
Table for one. Dinner for three. #CommitToSomething
Posted by Equinox on Tuesday, January 5, 2016
While one user branded the image ‘ridiculous’, others have threatened to cancel their membership on account of the ‘distasteful’ image. However, for every negative comment there was one praising the powerful image.
“Good job normalising breastfeeding, Equinox! One of the healthiest choicest someone could make for both themselves and their children!” wrote one Facebook user.
Meanwhile, another chimed in: "It's not fitness. It's life" is their motto. So commenters, yes, this isn't directly related to fitness, but it is related to life and making bold/healthy choices. I love Equinox's ad campaigns!”
What are your thoughts on the ad?
