US gym Equinox has used a breastfeeding Lydia Hearst in its latest advertising campaign to encourage people to #committosomething.
And while some are wondering if the fitness club is just jumping on the bandwagon of a somewhat controversial issue with the glamorous ad, others are praising its advocacy. Model and heiress to the mega Hearst publishing empire, Lydia Hearst, appears in the campaign decked out in bling and decadent makeup, holding two babies (not her own, for the record) who are breastfeeding while she sits at a stylish restaurant table. The print, digital and outdoor campaign was created by Wieden + Kennedy New York, and urges viewers to ‘Commit to Something’, with the Equinox tagline, It’s not fitness. It’s life. Social media has revealed mixed feelings on the ad:
@Equinox Love this ad! Breastfeeding and fitness require strength, commitment, and support! Thank you for normalizing breastfeeding!
— Melissa Trahan (@meltrahan09) January 5, 2016
Fashion photographer Steven Klein shot seven new ads in Los Angeles that will appear in the new campaign, which according to the fitness club celebrates various forms of commitment in aspects of life including lifestyle choices, sexuality and women’s rights. Per AdWeek, the brand said the images range “from a young mother unapologetically breastfeeding in public (portrayed by Lydia Hearst), to an activist who is seen fearlessly taking a stand for her cause (featuring Bianca Van Damme, daughter of Jean-Claude Van Damme), to a male cheerleading champion who wasn’t threatened by a stereotype and dedicated himself to winning in his own way (featuring MMA fighter Alan Jouban). All vignettes are a virtuous expression of taking deliberate action, of going ‘all in.’ ” The agency added that committing to a workout alone wasn’t compelling enough, hence the extension into other elements of life. “Committing to a cause. Committing to a belief. Committing to pursuing the almighty dollar. Or even committing to multiple sex partners. The more we stretched the definition, the more interesting the campaign got,” W+K told AdWeek. “It is the responsibility of advertising to communicate modern times and social issues,” photographer Klein added in a statement. “This campaign addresses today’s issues and social commentaries, which is a powerful approach instead of portraying people as superficial objects with no narrative.” Check out some of the other campaigns:
The Real Media Collective (TRMC), the Australian industry association representing the interests of companies in the paper, print, publishing/media and related distribution sectors across Australia, has challenged Coles Supermarkets for using the environment as a reason in its announcement today outlining its plans to cease sending catalogues to Australian homes from September. In the announcement, […]
Network 10 is set to undergo a massive restructure, leaving a number of high-profile journalists out of a job, including Kerri-Anne Kennerley, Natarsha Belling and Tim Bailey, B&T understands. As first reported on The Sydney Morning Herald, the restructure was announced to staff on Tuesday. As part of the restructuring, the presentation of the weekday […]
Alcohol & Drug Foundation (ADF) has launched a new national health campaign with Campaign Edge aiming to tackle COVID-19 drinking. Funded by the Australian Government, Break the Habit reveals that it takes only around 66 days to form a habit – roughly the same amount of time many Australians spent in lockdown. It’s a fact most Aussies are […]
Paul Roach (pictured below) is a business strategist and coach who has worked with hundreds of SMEs across many industries to supercharge their cashflow. Roach is also author of the book Smarter Business Stronger Cashflow. In this guest post, Roach gives his top tips when the cash taps start to be turned off… Cashflow is like […]
Sydney and Melbourne based PR, Talent & Digital agency One Daydream has extended its client portfolio to include alcohol. The category expansion comes as One Daydream joins the agency roster of Pernod Ricard, working on a project basis to manage strategic PR and digital campaigns. The global drinks group boasts one of the most comprehensive and prestigious […]
Commtract today expanded its marketing, advertising and digital offering in response to a growing number of CEOs outsourcing to ‘gig-workers’ amid COVID-19. According to new research, 40 per cent of Australian CEOs are planning on outsourcing to freelancers in the contingent workforce. Commtract, which launched in 2016, has more than 4,000 communications experts on its platform, and has already placed over 800 roles. […]