David Lloyd Clubs asks the nation to take more ‘We Time’ in 2020
TBWA\MCR’s new £3m campaign for David Lloyd Clubs invites people to put their devices down, get off the sofa and spend some active quality time together.
Rejecting the category’s conventional emphasis on physicality and performance, David Lloyd Clubs is taking a more holistic approach, focusing on its Mind & Body, spa, nutrition, community and lifestyle offering in addition to its industry leading fitness product and expertise. TBWA\MCR have embraced the simple truth of a David Lloyd club - a place about real wellbeing, where everyone feels like they belong rather than just a place to exercise and go home. The UK’s leading health and fitness group is positioning itself a third space, away from work and home, to recharge and reconnect with yourself and those closest to you.
The 40” TV ad, launching this Boxing Day, tells a typical story of living rooms up and down the country, where families sat together in the same room can sometimes actually be quite disconnected from each other. At David Lloyds Clubs the spaces and moments shared can bring a bit more active quality time into their lives.
The campaign includes TV, OOH, radio, social and digital display throughout January.
Andrea Dearden, Marketing Director, commented “We wanted to communicate that we are much more than just a gym. Not only do we offer a very broad range of premium facilities for all ages but our clubs create a sense of belonging and community that encourages and supports broader wellbeing for our members. TBWA\MCR have captured that feeling with ‘have more we time’ which gives us a strong platform as we move into the next phase of our rapid growth and investment programme.”
Lisa Nichols, ECD at TBWA\MCR added “Through Disruption® we’ve been able to re-frame what David Lloyd Clubs means - not just a fitness club - but a brand that actually belongs as much in the leisure sector as health & fitness.”
40” Brand link: https://vimeo.com/380505246
TITLE: Together but apart
Client: David Lloyd Clubs
Executive Creative Directors: Gary Fawcett, Lisa Nichols
Art Director: Jason Chadwick / Adam McGowan
Copywriter: Sam Rutter / Daniel O’Keefe
Business Director: Mark Bostock
Senior Account Manager: Lucy Watson
Head of Production: Lou Vasey
Production Assistants: Denise Trueman / Autumn Chapman
Director: Liam & Grant
Production Company: Chief Productions
Producer: Tessa Hamilton
Post-production: Pickled Post
Media Agency: The Kite Factory