PureGym wants to get you glowing
In an attention-grabbing spot from McCann Manchester and Vaughan Arnell, a confident critter struts its colours around town.
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Credits
View on- Agency McCann/Manchester
- Production Company Merman
- Director Vaughan Arnell
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Credits
View on- Agency McCann/Manchester
- Production Company Merman
- Director Vaughan Arnell
- Executive Producer Siobhan Murphy
- Producer Alicia Farren
- Editing Final Cut/London
- Editor Joe Guest
- VFX Craft Manchester (In-House at McCann/Manchester)
- VFX Supervisor George Hobbs
- Color RASCAL
- Colorist James Bamford
- Sound Nobel State/London
- Music Supervision Craft London (In-House at McCann/London)
- Music Supervisor Chris Graves
- Group Creative Lead Karl Horton
- Group Senior Designer Hannah Wainwright
- Executive Creative Director Imogen Tazzyman
- Creative Lead Emily Cozens
- Creative Lead Faye Jolly
- Creative Lead Parisa Shadi
- Creative Lead Sally Leach
- Executive Producer Millie Bennett
- Production Designer Ben Ansell
- DP Tat Radcliffe
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency McCann/Manchester
- Production Company Merman
- Director Vaughan Arnell
- Executive Producer Siobhan Murphy
- Producer Alicia Farren
- Editing Final Cut/London
- Editor Joe Guest
- VFX Craft Manchester (In-House at McCann/Manchester)
- VFX Supervisor George Hobbs
- Color RASCAL
- Colorist James Bamford
- Sound Nobel State/London
- Music Supervision Craft London (In-House at McCann/London)
- Music Supervisor Chris Graves
- Group Creative Lead Karl Horton
- Group Senior Designer Hannah Wainwright
- Executive Creative Director Imogen Tazzyman
- Creative Lead Emily Cozens
- Creative Lead Faye Jolly
- Creative Lead Parisa Shadi
- Creative Lead Sally Leach
- Executive Producer Millie Bennett
- Production Designer Ben Ansell
- DP Tat Radcliffe
Anyone whose New Year's resolution is to get more of a workout in will probably want to leave radiant, but few are likely to manage as much of a glow-up as the fluffy protagonist of PureGym's latest spot.
Created in partnership with McCann Manchester, the film follows the aforementioned Glow as it shimmers around town; making strangers smile, trading fist bumps with baristas, and moving through the city to an irresistibly funky soundtrack.
Directed by Vaughan Arnell through Merman, the ad's winning decision is to eschew visual effects for its hero and instead create a bespoke fibre-optic suit, giving the visuals real texture and providing some delightful in-camera interactions.
“It’s not often you get the chance to blow the doors off a whole category," explains Imogen Tazzyman, ECD at McCann Manchester, "but gym ads have long featured gym people, doing gym things, talking about gym life, which is great for people already buying gyms, but if the objective is to grow the category, it's the worst thing you can do if your audience is nervous of the gym in the first place. It’s like hiring a spider as your spokesperson to talk to people with arachnophobia.
“So, we focused on the feel good instead, and our glowing manifestation of that was born. Which makes it sound simple. Turns out creating a bespoke suit covered in hundreds of thousands of individual LEDs, which could only be operated by the one lighting designer in the world, and was so heavy that the only people who could wear it were two incredibly strong, in every sense, female ballet dancers, came with its challenges. Who’d have thought! Luckily the whole team at PureGym trusted the process, and Vaughn and the team at Merman embraced the whole project with gusto. We couldn’t be more thrilled with the result.”
