One one hand, it would seem logical to use models in a campaign for a fitness club. After all, it’s just the very common aspirational approach to advertising. But a recent campaign for high end gym Equinox seems to have backfired.
Shot by Terry Richardson, his second for the brand, the campaign shows male and female models looking all glamorous and chic. It’s more like a campaign for a fashion brand than a health club.
Many find the campaign unrelatable pointing out the fact the female models, hot as they are, don’t look like they’ve ever been to a gym. One detractor was quoted as saying, “Another couple million spent on the degradation of women. Good work fitness guys.”
Apparently not everyone wants to look like a supermodel.
