Combating January blues with joy and positivity, a new campaign from PureGym celebrates the post-workout feeling to encourage people to go to the gym. 

Shunning guilt and restriction tactics, the vibrant campaign created with the help of McCann Manchester, captures the lasting positive impact of working out. The spot entitled ‘Glow’ personifies post-work energy as a glowing figure that moves through the world with joy.

The high-energy spot sees a glowing energy radiate through the world and move through a city to an upbeat, funky soundtrack. The spot follows the glow as it steps out of a PureGym and radiates positive energy. The glow makes strangers smile, trades fist bumps with baristas and moves through the world with ease. 

The glow acts as a visual metaphor for the emotional uplift at the heart of the PureGym, encouraging people to engage with the gym to see the positive lasting impact that exercise has on their daily wellbeing. 

The campaign has been designed to showcase PureGym’s values and position the gym as a cost-effective way to feel good inside and out. 

“This campaign launches our new brand strategy, Feel PureGym Good, and marks a defining moment for PureGym. What we sell is world-class gyms at affordable prices, but what people buy is wanting to feel good about themselves. Our role as a brand is continuously raising the bar for our customers and for the fitness industry as a whole. This is a catalyst for redefining what modern fitness looks and feels like, and in doing so we can appeal to those people who don’t yet see the gym as a place for them and grow the market,” explains Barney Harrison, Group Chief Customer and Commercial Officer at PureGym.

The integrated campaign runs across TV, radio, out of home, cinema and social media, to ensure that the positive energy spreads far and wide.  

In a first for PureGym, the campaign also includes an audio-described version of the TV spot, to ensure accessibility for visually impaired audiences across UK linear TV and B/SVOD platforms and reach as wide an audience as possible. 

Working with partners Cape and Voice Box, audio description was embedded in the creative process from the outset, the campaign is part of McCann’s ‘Alt by Default’ initiative, which seeks to close the accessibility gap in advertising.

Underlining that the gym is not just about looking good but feeling good, the spot successfully captures the joy of health wellness. Not a spot of January guilt in sight.