David Lloyd Clubs. Elevate Your Everyday​

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the challenge.  People think of David Lloyd Clubs as a fancy gym. The reality is so much more than that. With supremely high quality spas, areas to work and to play, indoors and out for the entire family, they were being undersold by their shouty, DRTV ads. And in a market of shouty, DRTV gym ads, this didn't give them the cut through or reflect their premium feel. 

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the work. Elevate Your Everyday. This concept was born of the truth of David Lloyd Clubs: that time spent there gives everyone a feeling of lift. This was a fully integrated campaign, comprising a 30" TVC, DRTV, social cut downs, Instagram and Facebook ads and a 30" radio spot. 
I was involved in every level: from concept to script, being on the shoot with our chosen director, Joe Connor, and even in the sound design and music composition. This ended up being an area that caused a lot of controversy, and that I had to fight for (classical music in a gym ad?). My aim throughout though, was to really carve out a space for David Lloyd Clubs in the leisure sector that made them look and sound superior to the competition. 

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the results. In the end, the client loved the work so much, they invested in a 50" online cut to showcase the entire breadth of our beautiful shoot. This advert was on Ads of The World's front page on its release, and has become one of David Lloyd Club's most recognisable adverts. 
In 2024, Elevate Your Everyday was part of the David Lloyd Clubs case study for the IPA Effectiveness awards. It won a bronze for its role in premiumising the club, and generating a whopping £137m in incremental sales. So not only was it a gorgeous campaign to look at - it was good for business too.

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