Virgin Active is taking aim at the fakery and false promises of wellness culture in a punchy new campaign from We Are Pi. The clarity of the brand’s fresh new positioning is underlined by the strapline: ‘Leave the cult, Join the club.’

The new brand direction gives the Virgin Active brand a practical purpose: changing the corrupted landscape of wellness washing.

Aiming to be the antidote to the toxicity that surrounds health and fitness, the ad sets out to change the corrupted landscape of wellness and give people what they really crave. Namely, a healthy approach to exercise.

The film opens on a number of TV sets showing different visuals from infomercials promoting products claiming to increase people’s wellness by toning their abs in 30 days. Set to a dramatic soundtrack based on the iconic melody  ‘Ode to Joy’ a series of short clips call out toxic wellness trends and quick fixes such as supplements, magic detoxes and fad diets.

The spot also takes aim at toxic influencer culture. With a focus on the ‘fakefluencers’ promoting these unhealthy trends.

Following a chaotic montage, the film encourages people to ‘leave the cult’ in favour of ‘joining the Virgin Active club’ where they can focus on exercising in a healthier way, with real guidance, real community and real progress. The film also features a refresh of the Virgin Active logo that draws inspiration from Virgin’s history of championing rebels and challenging the status quo.

Gabi Mostert, Group Creative Director at Virgin Active, explains: “Beyond the film, we’re taking our message to the streets through punchy copy and visuals. Squaring up to toxic wellness in an entertaining way that’s designed to spark conversation and public scrutiny.”

She continues: “Our message is simple. We’re f*cking sick of it too. Come to one of our clubs, have a smoothie, move your body, lie in the sauna, whatever. Forget the noise and come as you are. Listen to nobody, but your body.”

Premiering in September, the first burst of the campaign will run across TV, online, video-on-demand, digital out-of-home, and out-of-home in the UK, Italy, South Africa, Thailand, Singapore and Australia. A second burst of activity will go live in January 2025.

We Are Pi was appointed by Virgin Active to create the global brand positioning, brand identity refresh and campaign earlier this year following a competitive pitch.

Andy Tomkins, Group Chief Marketing Officer at Virgin Active, adds: “We know that people are increasingly overwhelmed by the sheer volume of conflicting opinions and can be seduced by the promise of a quick fix that can do more harm than good. Our new global positioning ‘Where Wellness Gets Real’ establishes Virgin Active as the antidote to the fakery that’s plaguing the wellness industry and reflects the culture we’ve created where people can bring their real selves, make real progress in a healthy way that’s unique to them. ‘Leave the Cult, Join the Club’ parodies the toxic underbelly of the wellness industry and most importantly shows people there’s a better way!”

The campaign powerfully underlines how frustration with a toxic status quo can be creative fuel. A global brand positioning which successfully builds a clear and practical purpose for the Virgin Active brand across the globe.