CLIENT
24 Hour Fitness USA.
PRODUCTION CO.
Dektor Film, Hollywood.
Mark Dektor, director/DP; Sven Shelgren, executive producer; Nona Sue Friedman, producer. Shot at SmashBox Studios, Culver City, Calif., and on location in Los Angeles.
AGENCY
Direct Partners, Los Angeles.
Doug Speidel, creative director; Michael Blaney, art director; Doug Fischer, copywriter; Ellen Goldfarb, producer.
EDITORIAL
Rye, Santa Monica.
Kevin Moore, editor; Ryan Dahlman, assistant editor; Betty Meadows, executive producer.
POST/VISUAL EFFECTS
Planet Blue, Santa Monica.
Milt Alvarez, executive producer; Brenda Gaz, producer/operations manager; Maury Rosenfeld, visual effects supervisor/Inferno artist; Matt Welch, Inferno and Flame artist/online editor; Joel Ashman, Flame rotoscope; Konstantin Promokov, CG.
R!OT, Santa Monica.
Bob Festa, colorist.
AUDIO POST
Eleven, Santa Monica.
John Bolen and Jeff Payne, mixers.
MUSIC/SOUND DESIGN
Groove Addicts, Los Angeles.
Tony Phillips, composer; Robert Wear, sound designer; Dain Blair, executive producer.
THE SPOTS
Four :30s show people who exercise regularly succeeding where out-of-shape folk fail: romance, business and play. The spots use animated or video shots of icons or animals on the chests of the characters to showcase the person’s level of fitness. "Cocktail Party" features a lazy man—complete with a whining Chihuahua on his torso—who can only watch with envy as a good-looking man chats up an equally fit and healthy woman (with a roaring lion illuminating from her chest). In "Meeting," a low-energy exec offers up a cardiac "flat line," while his healthy colleague has an animated energy atom zipping around her chest. "Playground" shows a tired mom with a vintage cartoon character passing out on her chest, while a fit man has an animated muscle-man leaping from his. And in "Grocery Store," an impatient woman—with a steaming teapot icon—rings the bell at a deli counter for service, while a serene, genie-wearing fellow patiently waits for service. The ads feature spokespersons Magic Johnson and Cindy Crawford, who extol the virtues of the club, and the tag line, "It’s the way we make you feel."
Spots broke in June.