Equinox’s New Ad Campaign Challenges and Bends Social Norms
A male cheerleader in Equinox’s 2016 “Commit to Something” campaign. (Photo: Steven Klein for Equinox/W&K New York)
Luxury gym chain Equinox just unveiled a new campaign to inspire you to work out for the new year — and the images include model Lydia Hearst breastfeeding two babies at a fancy restaurant, an activist decked out in paint, an underwear-clad cat lady, and a shirtless male cheerleader proudly posed in front of his trophies and pom-poms. For a while, Equinox was well known for its provocative campaigns consisting of fit, shiny human beings doing everything except working out. From 2011 to 2013, notoriously controversial photographer Terry Richardson, hired by former executive creative director Bianca Kosoy, shot scantily-clad models straddling each other (and other objects) on beds, sofas, wooly carpets, and poolside. In 2014, Equinox, under current executive creative director Liz Nolan, hired London-based photographer Laurie Bartley for a sportier direction, depicting muscular male and female bodies drenched in sweat in the training room. Today, Equinox, in partnership with Wieden & Kennedy New York, revealed its “Commit to Something” campaign. Fashion photographer Steven Klein shot these seven new campaign photos — and like the Richardson photos of yonder, don’t expect any treadmills or kettle bells in these images.
Lydia Hearst as a breastfeeding mother in Equinox’s 2016 “Commit to Something” campaign. (Photo: Steven Klein for Equinox/W&K New York)
Jean-Claude Van Damme’s 25-year-old daughter Bianca Bree as an activist in Equinox’s 2016 “Commit to Something” campaign. (Photo: Steven Klein for Equinox/W&K New York)
"It is the responsibility of advertising to communicate modern times and social issues,” photographer Klein said in a press release. “This campaign addresses today’s issues and social commentaries, which is a powerful approach, instead of portraying people as superficial objects with no narrative.” Ad Age reports that Equinox specifically set vague narratives for these images in order for viewers to project their own thoughts and feelings over them. “It’s very much about people seeing the imagery and taking what it seems to them,” Nolan told Ad Age. Other images from the campaign include an orgy, a man strapped to the couch with piles of cash, and a cult of blonde people in the woods. The overarching message is that good-looking people can away with anything — similar to the 2014 #EquinoxMadeMeDoIt campaign featuring barely-clothed models in compromising scenarios.
A man with his money in Equinox’s 2016 “Commit to Something” campaign. (Photo: Steven Klein for Equinox/W&K New York)
A cat lady in Equinox’s 2016 “Commit to Something” campaign. (Photo: Steven Klein for Equinox/W&K New York)
“This is really a call for action, asking people to make a commitment. We don’t care what the commitment is, but we’re asking people to step up,” Equinox Chief Marketing Officer Carlos Becil told Ad Age. “While the category is as strong as it’s ever been, we’re seeing a shift in mindset particularly with millennials — an ‘anti-commitment’ culture.” In other words, if you’re going to bind yourself to a one-year gym contract, why not choose the one with the sexiest-looking models?
An orgy in Equinox’s 2016 “Commit to Something” campaign. (Photo: Steven Klein for Equinox/W&K New York)
A cult in Equinox’s 2016 “Commit to Something” campaign. (Photo: Steven Klein for Equinox/W&K New York)
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