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The Gym: The Gym
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The Gym partners with creative agency Who Wot Why, production company Dark Energy, and music and sound company String and Tins to launch its first ever UK-wide TVC. In the humorous 60-second film, So I Can, a broad range of people share their motivations for getting fit to celebrate the diversity of ordinary gym-goers.
The spot is complemented by an upbeat house soundtrack and features various The Gym users as they declare their reasons for exercising. Gym-goers include power lifter Syeda Bukhari, who lifts wearing her hijab, and Felicia Cantone, who is battling cancer, in a bid to break stereotypes associated with working out. Directed by Sean Thompson, So I Can parodically pairs visuals of everyday gym users with a serious sounding up-tempo soundtrack whilst actors comically share motivations such as 'So I can vex my ex', 'So I can see my willy' and 'So I can live to a hundred'. The comical narrative is weaved together as gym-based sounds are seamlessly incorporated into the soundtrack.
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