PureGym drops new 30-second spot with McCann Manchester

With a nod to a key target audience – women 35+ – one execution depicts a familiar scene: A mum trying to work out in clutter- filled room with kids screaming “Mum” in the background and the family dog perched on her back.

We then see Chloe, aka “Mum,” swiftly teleported into a friendly gym environment with a voice over talking to her about the unlimited free classes on offer at her local PureGym.

PureGym chief marketing officer Stephen Rowe said: “At a time of great financial strain for so many people we wanted to double down on our position as one of Europe’s leading-value operators by shouting about the amazing value that we offer at PureGym. As the UK’s favourite gym, with over 330 great quality facilities at low prices and no contract, we have removed the practical barriers to joining a gym, such as price or contract, but many people feel intimidated by gyms, and so our Everybody Welcome commitment still remains at the heart of our brand and campaign.”

Dan Noller, digital creative director at McCann Manchester added: “This was a fun brief and an opportunity to demonstrate creativity. We needed to shout about how PureGym is bursting at the seams with value and also play to its friendly credentials – helping alleviate any concerns around those experiencing ‘Gymtimidation’.”

The work was produced by Craft, McCann Manchester’s in-house production studio.