A man wakes up and drowsily walks from his bedroom into the hallway. Strangely, the bedroom door is unhinged and has been propped up against the hallway wall.
Next, the man is in the shower. But it’s not clear who’s getting more of a shower—the man or the nearby toilet, which is being sprinkled by the water. It turns out the shower stall door is also missing.
The commercial then takes us to the kitchen, where the man is heating up a cup of coffee in the microwave. There doesn’t appear to be a door on the microwave—an observation that is confirmed when the man just reaches in and grabs the cup.
Our male protagonist is next seen at the kitchen table, eating breakfast. He’s dressed and ready for work. Suddenly, a newspaper enters the scene—it flies across the screen and hits the man squarely on the head. He turns to wave at the bicycle-riding delivery boy who hurled the paper from outside. We see that a missing kitchen door allowed the delivery boy to make this direct hit.
Then the man is off to work. He backs his car down the front driveway—sans driver-side door.
And finally, we see the guy running a quick errand. He walks up to a sidewalk mailbox, reaches to open the swinging door—and effortlessly pulls the little door straight off its hinges. The man deposits his mail, sheepishly places the detached door on top of the mailbox and walks away.
A closing super of the Gold’s Gym logo appears on screen, accompanied by the slogan, "Serious Fitness."
Helping to advance the concept is the fact that the man doesn’t have rippling muscles, but it’s clear that working out has done wonders for his physical prowess. Titled "Serious Fitness," this :30, which has been airing on local Midwest cable outlets, was directed by Richard Yelland, who maintains Venice, Calif.-based creative boutique Curtis Birch. The spot was produced by A Band Apart, Los Angeles, which has a working relationship with Yelland for select projects. Yelland is not formally repped by A Band Apart; he does, however, have representation in Canada via Industry Films, Toronto.
A Band Apart’s managing director Jeff Armstrong executive produced "Serious Fitness." Scott Siegal was head of production with Jeff Shupe and Joe Griescoviak serving as producers. The DP was Eric Foster.
The Gold’s Gym spot was created by a team at Colby & Partners, Santa Monica, consisting of executive creative director Rick Colby, copywriter Jason Sperling, art director Jarrett Farls, head of production Mike Davison and producer Amburr Dilday.
"Serious Fitness" was edited by Don Pollard of Venice-based Brass Knuckles. Chuck Silverman was the producer for Brass Knuckles. The online editor was Paul Geiger of Ring of Fire Advanced Media, West Hollywood. Ring of Fire’s post producer was Casey Conroy. Colorist was Laura Jans of Company 3, Santa Monica. Trisha Wilson produced for Company 3. Brian Sussman of Open Sky Scoring, Los Angeles, served as audio post mixer and music composer.
Chris Goodman was the principal actor in this spot. The SAG/AFTRA Commercials Contract Standing Committee has granted a waiver to allow commercials to be available for viewing on SHOOTonline.com. The spots cannot be copied, downloaded or e-mailed.
