Tonal’s Epic Ad I’m Off for the Workout

Tonal “has been steadily growing its membership and maintaining one of the lowest rates in the fitness industry,” according to Douglass.

Creating a vibe

Based on the Quality Experience brief, Tonal wanted to raise awareness and convert consumers away from other exercise routines during the busiest time of the year, Black Friday through to the New Year. That’s no small feat for a device that costs $4,000, even if the demo isn’t caught up in inflation like the general public.

Cristina Reina, chief innovation officer, said: “The target audience is people who are new to technology.” “They are rich, they are busy, they like to work well in every part of their life, they don’t want to waste effort without getting results.”

But instead of a logical argument for tonal bells and whistles, the center aims for “emotional resonance,” Reina said.

“You’re not actually buying an exercise machine,” Weiss said. “You buy technology and society.”

The studio worked with acclaimed director Aube Perrie of Pulse Films, while Atticus Ross of Nine Inch Nails composed the score. Shooting took place over three days in Romania, adding 150 extras for a short short film that shows its actors practicing repetitive motions (slamming anvils, swinging battle ropes ). Escape, for the main player, is an advanced Tonal machine.

The campaign took cues from famous filmmakers such as Jonathan Glazer, gaming advertising, and previous prominent Guinness and Playstation commercials, Weiss said.

Other content will follow the hero movie, and most of it is based on the study of the product and the process, it is very consistent with the usual advertising in the segment. Several editions of the “Future of Fitness” will be broadcast on TV and paid public channels, with plans for the activities of sales cooperation and live performances.