Les Mills Redefines “Happy” in the Context of a Wildly-Intense Fitness Class

Last year the team at n&f helped global fitness leader Les Mills unveil “Choose Happy” with support from its first Happiness Ambassador, Brett Goldstein. The campaign, which doubled as a new brand platform, empowers people to achieve their fitness goals filtered through the distinctly Kiwi lens of joy rather than sweat-soaked effort.

The new creative brief was to introduce the world to LES MILLS CEREMONY, a full body, functional circuit training class designed to use everything you’ve got to give from every muscle you’ve got to use. So what does “happy” mean in the context of a crazy-intense fitness class? 

The result is a film directed by Dave Meyers, known for his keen eye for dynamic visuals across film, music videos, and commercials, set to the classic Louis Armstrong song “When You’re Smiling.”

Taking inspiration from dog portraits, the 60-second spot intentionally focuses on people’s faces. The team set out to redefine an expression that normally says “I am dying” (while working out) to “I am happy.” Even though your body might be crying out for you to flop on the floor, taking LES MILLS CEREMONY — and especially completing it — is actually the happiest you’re going to feel all day. 

“The obvious direction for this film would’ve been to go all in on intensity, but that’d leave us with the kind of hyper-aggressive, ‘no pain, no gain’ type of message that Les Mills has set out to question in the fitness world. Having this cheeky, self-aware voiceover juxtaposed against macro close-ups of people really going through it gives credit to how demanding Ceremony is while also expressing the feel-good emotional benefit you earn from a class.” said Pat Newman (nice&frank, creative director).

“The study of human face contortions during a workout, when your guard is down, and your real self is there is what I loved about this ad. Set to the serene sounds of Louis Armstrong made it a no brainer to jump in." said Dave Meyers (director).

The campaign, including the film and social content, will run throughout the Les Mills global club network, alongside posters consumers will see in gyms across the world. CEREMONY will be available in Les Mills clubs worldwide starting in early January.

“Circuit training is heating up right now and our latest program is about to set the category on fire. LES MILLS CEREMONY is one of our toughest classes–but it’s also one of the most beloved by the people who take it. We want to show people that CEREMONY is a truly innovative take on circuit training and deserves its spot among the more established offerings. We landed on a concept that expresses to both consumers and gym owners what so many people in New Zealand already know: you haven’t done circuit until you’ve done CEREMONY.” said Luke Waldren (Les Mills, chief customer officer).