The second spot in this campaign, entitled “Gross” was meant to address the issue of the essentially unsanitary natter of health-clubs and to push the perception the very idea of subjecting yourself to communal equipment and facilities was really quite disgusting. Here We were speaking primarily to the female members of our core demographic.

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.