Better known for its women’s yoga pants, activewear brand Lululemon is now ramping up its marketing to men in a new global brand campaign from fabled agency Droga5 New York.
Called “Being Well Is A Journey”, the ad plays out well over two-minutes and uses lines from Oscar Wilde’s 1888 short story The Selfish Giant. Which, if anything, is arguably a clever way of getting around copyright law and copywriting fees.
The ad is dramatic, moody and strangely bleak and follows a man’s committed fitness routine interspersed with his encounter with a hummingbird.
The campaign includes TV, online video, outdoor, digital, paid media, organic social, POS, influencer, activations and is due in Australia soon.
Check it out below:
Commenting on the spot, Lululemon brand head Nikki Neuburger said: “Feeling is everything – it sits at the intersection of your physical, mental and social wellbeing, and it’s at the heart of all we do and create at Lululemon.
“Supporting our guests’ desire to feel their best in any moment, through the products we create and community connections we help build, is a shift that we believe consumers and the category will benefit from,” Neuburger said.
