You may be closer to your goals than you think. This is the insight that sits at the heart of a pitch perfect new campaign for the Gym Group from Dept.

The campaign, which is the first work for the Gym Group since Dept won the account, centres on the fact that over half of UK adults are now within a 15-minute drive of a Gym Group.

The TV spotlights the bizarre ways that people try to get fit while at home and features a woman using her sofa as a weight and a man lunging across his driveway using his groceries as weights. Audiences also see a woman cycling in her shed and a man running up and down the stairs in his house, waking up his housemates in the process.

The hyper-localised campaign highlights the fact that these credit-crunch friendly approaches to exercise may not in fact be the best approach to reaching your fitness goals. Suggesting the better way to achieve your January fitness goals is at 'the Gym Group round the corner.'

Focusing on how proximity plays a crucial role in achieving fitness goals, the campaign seeks to highlight how The Gym Group breaks down barriers to exercising and gives people a great value fitness experience.

Amy Binns, Head of Marketing Communications for The Gym Group explained: “This hyper-local campaign is all about demonstrating how we break down barriers to fitness and offer exactly what people care about when it comes to choosing a great value, high quality, and conveniently located gym.”

“January comes with its fair share of problems and so many brands are looking to be the solution,” added Bel Moretti, Creative Director at Dept, continuing: “This is one of those wonderful times you discover you've been sitting on what your audience wants all along. Good quality, low cost and extremely close by - So it makes sense to just say it over and over and over again.”

As consumers look to reassess their fitness goals at the end of the excess of the festive season, this spot successfully delivers clarity of messaging, with zero of the guilt or self-loathing that has historically accompanied New Year fitness resolutions.