Every morning I wake up at zero dark thirty to head to the gym for a workout. It’s a fight to get out of a warm bed when it’s cold and dark outside, and there is always that voice in my head saying “It’s cool, there is always tomorrow.“
GNC plays up this voice in their latest commercial “Beat Average”:
It points out all the reasons we choose not to work out on a daily basis, from unexpected office doughnuts to a single drop of rain. It shows no products or special offers, and the title card comes at the end, so you’re not quite sure what to expect until it’s over. At the end I find myself saying “I’m not average, I’ll show you!” The commercial could have easily been for a new gym, but perhaps that is the point. GNC wants to motivate you to work out, to care about looking and feeling better…and in turn visit them.
This ad will definitely connect with those who make working out a part of their daily routine. And hopefully it will reach those who want their daily routine to include exercising, too. It’s a motivational message for everything in life, really: above average beats average. Period.
~ Mike D’Ambrosio, Interactive Art Director and Average Beater, The S3 Agency