For Real Athletes
WATTBIKE
Fitness Fits Around Life – Real Life
For this brief, we flipped the traditional fitness advert on its head to show the ‘real’ side of getting and keeping fit around other commitments, how life gets in the way, and how not everyone has the perfect, home-built gym in which to train.
Built on the insight that if you’re buying an elite training product, you’re dedicated to your fitness, not your Instagram. You understand that getting fit is messy, and it doesn’t happen in a silo. It fits around life – real life.
A Brand Reflective of Our ‘Real Athletes’
Portraying Real Workouts for Real Life
Serving up a very British antidote to a category awash with pristine portrayals of home fitness, Wattbike’s campaign shows real people working out after a long shift, squeezing in a session before breakfast or while taking care of their children, and whilst borrowing an ironing board as a makeshift laptop stand. We also see Wattbikes in the All Blacks’ training camp, as a nod to how much they’re loved by sport’s most successful performers, as well as everyday athletes.
A 'Real Athlete'
Essentially, if you are serious about your fitness and want to invest in a lifetime of gains, then choosing a Wattbike means you’re a ‘real athlete’
