Virgin Active introduces the butt clench workout

Need some motivation on this wintery Friday morning? Perhaps a little light butt clenching will help.

Need some motivation on this wintery Friday morning? Perhaps a little light butt clenching will help.

This new ad from Virgin Active needs little introduction. Part of a series of new, fun ads for the gym brand from Karmarama, it suggests butt clenching as a way of burning more calories. Watch and enjoy:

The spot forms part of Virgin Active’s ‘Don’t just live, live happily ever active’ campaign, which launched earlier this month with an unusual spot showing a semi-naked man driving a motorcycle furiously across a desert (see our coverage here). Both ads eschew boring gym scenes to instead promote fun and unusual ways of being active. Get clenching everyone!

Agency: Karmarama
ECDs: Sam Walker, Joe De Souza
Creatives: Rachel Holding, Daniel Leppanen
Production company: Good Egg
Director: Bugsy Riverbank Steel


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