Ads We Like: Sport Life Fitness Club

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By: Dwayne W. Waite Jr.

As we do our daily comb over the Internet for advertising news and trends, we often find ourselves running into the newest ads of the week. Some of them, for the most part, are good. Others make you wonder what were they thinking since context is taken out, and others still miss the mark completely.

Looking at advertisements is fun. Dissecting an ad helps us get better at what we do. We try to determine who the audience or target is, what messages are implied, and what the call to action is for the consumers who see it.

At BMA, we try to bring you the ads that really grabbed our attention.

The ads we bring to you are from Sport Life Fitness Club, done by agency G2 in Kiev, Ukraine. Below are the two spots.

The tagline reads "Water fits you."

As avid fans of fitness, this ad campaign really resonates with us. The way that the body composition changes under water shows the audience that if they dive into the pool by joining Sport Life, their bodies could change. It is not gimmicky, as we have seen other fitness clubs try doing. It is simple, clean, and straight to the point: water (i.e. swimming, exercise) will make your body look good. You look good in water.

No doubt it is targeting the audience that is interested in losing weight, and getting fit. It could also be targeting current Sport Life members who only do cardio or weight room activities. Its focus on water shows that is it trying to boost its water-based programs, whether it's pool attendance or water cardio classes. Either way, they are targeting people who seldom visit their pools.

What's the call to action? If water fits you, what is your next step? It seems like it is up to the people who are interested to find out where the closest club is and inquire about its water programs. Fitness memberships are mostly based on convenience, and with the lack of contact information, it must be somewhat popular in Kiev.

It's a solid start for Sport Life Fitness Club, and we hope that many people see how water fits them.

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About the Author

Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.

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