Equinox's Advertising Campaigns

#CommitToSomething is a campaign from Equinox, a very successful luxury fitness company. Addressing current cultural issues and expressing that commitment is powerful enough to define who you are in the most intimate and deepest sense was Equinox's intentions on their 2017 ad campaign. Considering the is full of bold photos from a publicly breastfeeding mother to the cultivation of cannabis, the campaign has gained backlash, subsequently branding their campaign as controversial. One of the members of the Equinox gym has even cancelled their membership over the beautiful photo of the breastfeeding mother because it was "too disgusting" for her. Despite the controversy; the creativity, thorough execution, innovation, and solid brand integration is what makes …show more content…
Equinox had a vision: to reach their audience by “challenging” them. And what do they do, they throw bold images out there that they know people can relate to whether it makes them feel uncomfortable or not. As the executive president and chief of marketing officer of equinox said, “This year’s campaign revolves around the notion that what you commit to is who you are, so we’re daring viewers to take a stance and look inward, even if doing so makes you a little bit uncomfortable.” Equinox’s plan and the work of Steven Klein does just that: makes their viewers take a stance. As I have previously stated, the series of photos in this campaign touch topics that are hardly ever addressed. To take a step closer to resolving these issues, people must be willing to look them head on and push through. They need to “stay committed” to reach a breakthrough. Considering Equinox, an internationally popular “brand”, has touched these topics and turned them into such a deep and intimate form far too intriguing for people to just look away, the social boundaries on them may be faced if people commit to who they are and what they are