On Friday 8 January 2016 Virgin Active South Africa released its latest television commercial (TVC) “Get Off Your Ass”.
The new TVC conveys a simple message to South Africans to Get Up and Get Active in 2016 in a series of scenes and a playful song with lyrics that highlight a tendency to let procrastination and lethargy ruin well-intentioned resolutions to get fit. The TVC culminates in the message that Virgin Active has what it takes in a breadth and variety of options in its clubs to get and stay active.
Zeyad Davids, Chief Sales and Marketing Officer at Virgin Active South Africa, said that he believes the commercial “succeeds in inspiring ordinary individuals to get up and get active all year round. It was crucial that the tone of the campaign came across as motivational rather than judgmental” he said, “so, in conjunction with our agency Ogilvy & Mather Cape Town, we purposefully set characters in everyday scenarios. We also played with a tone that kept closely to the Virgin brand’s well-established witty, straight-up personality. The result, we hope, will encourage people to – firstly have a laugh – and then take charge of their wellbeing.”
Executive Creative Director at Ogilvy & Mather Cape Town, Tseliso Rangaka, said “We had great fun working on this TVC for Virgin Active, the tongue-in-cheek song lyrics are such a fantastic vehicle to convey the Get Up Get Active brand message in a light-hearted manner. We were very particular about casting ‘real’ looking characters to really bring home the message that Virgin Active wants to encourage South Africa to get active and just a make a start, no matter how big or small.”
The television commercial will be supported by in-club and print advertising as well as a digital and social campaign to be launched shortly. “Gif Off Your Ass”, an element of the social media campaign will allow individuals to download a selection of gifs of the various characters in the commercial that reflect their current mood. These can be shared on social media platforms.