BITE Insight

January is the month in which promises are made, resolutions set and gym memberships bought. It’s a new year, new me attitude that Mother London and Gymbox have channelled with their latest print and digital campaign 50 Shades of Gymbox.

What better way to burn off the indulgence of Christmas than with some whips, chains and blindfolds? Gymbox’s ads are designed to stand out against the more wholesome appeal to the dry Jan, Veganuary phase that kicks in at the start of Jan and peters out by February.

Channelling the popular 50 Shades of Grey series which sparked outrage and intrigue in equal measure, the campaign is based on the supposed evolutionary link between pleasure and pain. The ads champion the idea of dominating people back into shape with a nod to the S&M that runs through the 50 Shades series.

In a selection of provocative images, the whips, chains and blindfolds promote a variety of workouts, from Whiplash, Blackout and Whipped & Stripped. They also focus on the gym’s VTPs, or their Very Personal Trainers.