Fitbit’s 'Still Got It' Campaign Wants to Help Us All Embrace Fitness
FCB Inferno have officially launched their new campaign for Fitbit UK, showcasing the new Fitbit Ionic smart watch. The “Still Got It” creative includes a 45 second film, focusing on the brand new Ionic, which Gizmodo calls “The Best Smartwatch (Fitbit has) Made”, supporting a line-up of amateur self-starters on their journey to achieving their exercise goals.
Opening with a shot of a cyclist lathering up his hairy legs with shaving foam, before moving to a triathlete squeezing into his wetsuit, a father at the start line of a Tough Mudder style event, and a runner warming up, all our characters are real people embracing the sporting world. A series of shorter films, promoted on Facebook and Instagram, dive deeper into the psyche of these everyday athletes with witty well observed monologues that highlight how the Ionic is helping them prove they've Still Got It.
The film is set against the iconic track “Happy Birthday to You”. which came out of copyright last year and acts as a fun reminder that it’s never too late to take on a personal challenge, and that some numbers mean more than others – and age isn't one of them. If you’re out there sweating. You've still got it. If your speedos still fit. You've still got it. Even if your speedos don’t fit but you’re going to do whatever it takes to make them fit - you’ve still got it.
Sharon Jiggins, Managing Director of FCB Inferno said: “We wanted to challenge the unrealistic portrayals of sportsmen and women in the media, and the challenge was to do this in an inspiring way. The result is a fun, and we hope, motivating piece of work embracing athletes of all levels and abilities.
