The hit disco song performed by the Village People declared that "it’s fun to stay at the YMCA." Today, those lyrics might be altered to "it’s fun to watch YMCA commercials," thanks to a campaign for the Providence, Rhode Island YMCAs. The ads were directed and shot by Leif Husted-Jensen of Element Productions, Boston, for ad agency RDW Group, Providence.
The three-spot package includes "Horse," in which a YMCA regular makes his way through the YMCA gym’s corridors with racket in hand, presumably headed for the racquetball courts. He acknowledges the people he passes along the way, including a fellow athlete at the drinking water fountain, and another weekend warrior walking in the opposite direction. The last matter-of-fact "hey" our racquetball hero utters is directed at a jockey mounted on a horse that trots by him through the gym.
A super then appears on screen: "Horseback Riding."
It’s followed by a supered explanation, which reads: "There’s more to the Y than you think."
The spot is then tagged with the YMCA Providence logo and Web site address.
The two other YMCA ads provide similar unexpected segues to point out that the Providence Y offers golf lessons and CPR instruction. For example, in "CPR," the viewer briefly becomes voyeur by peering into the women’s locker room. The camera reveals a woman struggling to yank her full-size CPR test dummy out of her locker.
Husted-Jensen’s support team at Element included executive producer Eran Lobel and producer Jen Sargent. Husted-Jensen lensed the campaign at Charles River Studios, Boston.
The creative ensemble at RDW Group consisted of creative director Tony Gil, copywriter Christine Cahill, art director Dan Madole and freelance agency producer Susan O’Donnell.
Scott Knowlton and Greg Dildine of Finish Editorial, Boston, served as editor and colorist, respectively. Dildine is senior colorist at Finish. Sound designer/audio mixer was Brian Heidebrecht of Soundtrack, Boston.
