Peloton motivates people to ride past their own expectations
Peloton has revived the home stationary bike craze by adding on-screen classes, and it continues to motivate those who want to work out on their time with a new spot from Mekanism.
The spot, titled ‘Onto the Next,’ is an ode to those who want to be challenged. In the spot, all types of people in all sorts of homes are seen getting on their Peloton cycle, working out as Jay Z’s On to the Next One thumps in rhythm. A voice-over says, “Maybe I’m a division one athlete, or a father of two…” then goes on to state that it doesn’t matter what you do or who you are, “maybe all that matters, is what I do next.” The action from the cyclists grows more intense with the music and viewers are meant to be motivated to get on and start pedaling.
The company offers 14 live rides per day and on-demand library of thousands of class options, giving Peloton’s nearly one million members plenty of chances to get into shape. The company stated in a release that in 2018, the average rider is completing 15%-plus more workouts per month than they were a year ago. This notion of taking on what’s next, no matter what they’ve already accomplished, is the driving force behind new work.
“We wanted to create a campaign that reflected what motivates our riders the most. We saw a consistent theme. They’re not focused on the past. They’re not focused on their limitations. They’re looking ahead to the future no matter who they are. We needed a campaign that could perfectly capture the focus of getting after your next big goal,” said Jillian Goger, creative director at Mekanism.
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This article first appeared in www.thedrum.com
Guest Author: Kyle O’Brien is The Drum’s Creative Works editor, covering the creative industry. He is based in Pennsylvania and works in The Drum’s New York office. Weekly features include US Creative Works, Ads We Like, Creative Work of the Week and Creative Director’s Choice. He is also a professional saxophone player.
