The third spot in this campaign, entitled “flabby” was meant to address the issue of health clubs being a “meat market” for the twenty-something dating scene, and not a welcoming place for the middle aged simply looking to improve their health. Here We were speaking directly to the older portion of our middle-aged demographic dealing with either health issues or rehabilitation with no patience for or desire to be among “Hardbodies prancing around like they’re in a music video”.

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.