A woman with a freshly shaved head, shot by Rankin. Photo via Equinox. As the people of New York City gird their loins in preparation for a January health kick, Equinox has released a new series of vivid and inventive advertisements.
The brand's ads switch focus from behaving badly to behaving boldly.
Subscriber Account active since. January is prime gym advertising time, since millions of Americans have convinced themselves that in this new year, they will finally get in shape. The upscale gym chain Equinox has a tradition of provocative New Year's campaigns to take advantage of fitness fervor, often using hyper-sexual imagery. This year, hot, scantily-clad models return — but this time they are acting like crazed outlaws instead of porn stars. The idea behind "Equinox Made Me Do It," according to the campaign's press release, is that "Lowered inhibitions and playful naughtiness are the side effects of living a more provoked life. So that means that once you gain some confidence from your new, fit body, you might find yourself spying from trees and jumping out of car trunks, like the characters in this teaser video:. The campaign marks a split from controversial celebrity photographer Terry Richardson , who has shot three promotions for Equinox. A Jezebel report from condemning Richardson as an aggressive pervert got a second viral wind this past October, though Equinox did not mention if the backlash had anything to do with its decision, which it announced that same month. Get in shape.
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