Virgin Active calls out toxic wellness in its first-ever global campaign from We Are Pi Marketing Communication News [Video]

Virgin Active is calling on people to “Leave the cult, Join the club” and rebel against the toxicity of the wellness industry in a new global campaign.

The edgy and provocative debut work for Virgin Active by Amsterdam-based agency We Are Pi ntroduces a new brand direction that calls out the superficiality and fakeness. It highlights how, in a world of fake wellness and fitness fads, it is difficult for people to cut through the noise of their social media feeds and understand what real advice and real progress looks like for them.

Aiming to be the antidote to this toxicity, the ad sets out to change the corrupted landscape of wellness and give people what they really crave.

The film opens on a number of TV sets showing different visuals from infomercials promoting products claiming to increase people’s wellness by toning their abs in 30 days. Set to a dramatic soundtrack based on “Ode to Joy,” a series of short …