For retail fitness brands, the holidays represent a massive challenge and opportunity - to generate new memberships as consumers think about new year’s resolutions. Orangetheory wanted to give itself a head start for the holidays, and find a way to offset its importance, through brand storytelling.

In the fall of 2018, as everyone began to hunker down for a few months of seasonal hibernation, we decided it was finally time to call bullshit on the excuses.

Since people are always saying they’d workout if they just had more time in the day, the big idea was to get them thinking about what they would do if there actually was a day with more time.

We launched the national TV campaign on Monday Night Football, primetime, with a spot that directly called out football-watching couch potatoes.

Social media lit up, with responses ranging from feeling personally attacked to inspired. Everything drove to our 25th Hour website where visitors could read stats about time prioritization, call out their lazy friends on Twitter, and sign up for a free class on November 4th.