Campaign Analysis: Equinox Strikes Up Controversy

Equinox Strikes Up Controversy Equinox, a luxury fitness company, released an ad campaign in 2016 layering a motivational message on top of a series of controversial images. One ad, in particular, has a woman dining in an upscale restaurant openly breastfeeding two infants. She is dripping in elegant jewelry with her hair pulled back to boldly show her face. The words, “Commit To Something,” are spread across the image in a simple white text that could almost blend into the background by the overpowering image. In a much smaller print at the bottom of the ad reads, “Equinox. It’s Not Fitness. It’s Life.” Aside, from the small print with the company name, this ad does not depict anything about fitness or the brand itself. The creators focused on the audience reacting enough to want to find out more about the company on their own. Weiden + Kennedy partnered with photographer Steven Klein to create a powerful message through ethos. The use of controversial cultural topics effectively brings attention to a company that could easily get lost in the vast world of fitness, making it a very recognizable brand now.

Fitness would also be a priority and connected to status for them, being that these are luxury centers. The secondary audience is everyone else located in the communities where these ads are printed and displayed. This ad has made a great impact on those that are unfamiliar to the brand. Curiosity and intrigue was sparked by the combination of image and message. Some may be offended, however, brand recognition has improved. Utilizing hot topics that are current cultural debates, Equinox forces the viewer to react emotionally. They do not choose a side of the debate but more so encourage recognition of powerful movements through