Gymbox's latest out-of-home campaign is advertising its aerial gym classes on the roofs of London buses, rather than on their sides.
In a media first for the gym chain, the brand is promoting its aerial gym classes using the roofs of red buses. The ads are only visible from a high vantage point. Clever, yes.
Rory McEntee, marketing director of Gymbox, said: "With aerial classes allowing you to be suspended in the air, we thought the roofs of London buses would be the perfect advertising space for prospective class users. After all, it's quite a unique place to feature an ad, almost as unique as our aerial classes."
I say "In a media first for the gym chain" as their release claimed it was a first, and Campaign discreetly called them out with 'In what the gym chain is saying is a media first', but we all know, right? We all know.
Paul Briginshaw and Malcolm Duffy, with a little Creative Direction from David Abbot at Abbott Mead Vickers did the famous "Hello to our readers in high office" bus-top advert, back in 1994...
This eventually led me to Badland bus tops ads in 1998 when both The Guardian and Careerbuilder.com had the brilliant idea to do bus-stop adverts. Then I discovered that The Samaritans in New Zealand had done a Bus-top ad in 1996 for the Samaritans. In short, Bus-top ads aren't a new media at all, just new to this gym brand, who has brought the media to fitness branding. There is a limit to the puns that can be made in this media, "aerial classes" is definitely a new one.