Sunday, February 14, 2016

Equinox gym asks potential members to "Commit to something" at Bethesda Row (Photos)

As Equinox marketing campaigns go, this one is fairly tame. "Commit to something" is the tagline for the high-end gym chain's latest ads, which include a large billboard facing Woodmont Avenue on the facade of their Bethesda Row location. A woman - who clearly chose to spend more on her Equinox membership than her apartment rent - stands in her kitchen, with her fitness commitment equaled only by her commitment to being a cat lady.

Considering the dust-up generated by a previous Equinox billboard, count your lucky stars that they didn't install the Lydia Hearst shot from this campaign.

The campaign was created by Wieden + Kennedy New York, and photographed by Steven Klein, who recently was responsible for the infamous Kylie Jenner wheelchair photo.


Anonymous said...

Wow. Bethesda would have imploded if they put up that Lydia Hearst ad.

Anonymous said...

"Breaking Bethesda news... for when you want to be the first to know."

Anonymous said...

Hahaha. Aren't you two witty.

I enjoyed the post. Thanks, R.D.

Robert Dyer said...

6:23: Impeccable research - I was indeed the first to report on both billboards. Thanks for pointing that out.

Anonymous said...

Hahaha. Aren't you two petty.

I enjoyed the comment. Thanks, 6:23.