The first spot in this campaign, entitled “Time” was meant to address the issue of spending more time traveling to the gym and getting ready than actually working out. We were speaking directly to an affluent middle-aged demographic that owned their own home and would easily have the discretionary space to house their own equipment.
The 2nd Wind “Switch” campaign was based on the Apple Macintosh “Switch” campaign that was extremely popular at the time. The goal of the campaign was to use humor and familiar frustrations to speak to 40ish adults about the pitfalls of health-club membership.
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