Therabody Tells a Deeper Story Around Everyday Movements That Act as a Workout
Award-winning global creative collective Forsman & Bodenfors (F&B) has reunited with Therabody to unveil the next iteration of the brand’s groundbreaking 2023 campaign “The Workout Called Life,” which highlights the wellness advantages and impact of its revolutionary Theragun product line.
For the second instalment, F&B and Therabody have teamed up to create two distinctive :30 spots, which reflect both the agency and brand’s desire to tell a deeper story around everyday movements that act as a workout—from being a career-driven professional and mom to doing exhausting work around the house—and that the Theragun by Therabody can offer some much needed relief. “We started with the insight that many of us are multitaskers, trying to pack so much into each day just to keep up with the pace and expectations of modern life,” said F&B global strategy lead Tom Suharto. “But the thing about multitasking is that it all adds up, and by the end of the day, our bodies deserve recovery.”
From a visual and narrative standpoint, Tom pinpoints some of the key differences from the 2023 version of “The Workout Called Life”, including an objective to tell a more emotional story. “This campaign takes on a more playful tone, dramatising how daily stresses build up, leading to a hero moment for the Theragun, which releases the tension and gives our characters the recovery they deserve.”
According to Tom, there are two specific target audiences for this latest “The Workout Called Life” campaign—“Millennial Moms” and groups of active Gen X and Baby Boomers. “We know both of these audiences lead active lives and often miss out on the recovery their bodies need,” he said. “With this work we wanted to challenge the perception that Theragun is too masculine or too intense. It really is a brand for every body in need of recovery.”
To further drive Therabody’s efforts to change perceptions about the benefits and value of Theragun, F&B had to rethink and reframe the “The Workout Called Life” concept and aesthetics. Describing the visual aspects and behind-the-scenes moments of the campaign, F&B creative director Claudette Martin recalled, “In this iteration of the campaign, we wanted to bring to life both what it feels like to carry the weight of your day with you and then the incredible feeling of relief that the Theragun provides as you let it all go. The practicality of the match cuts and stunt for the release moment were incredible production feats. Our talent was lifted into the air and each and every prop were on strings to very practically bring to life a most surreal feeling.”
For Therabody chief marketing officer John Solomon, the next phase of “The Workout Called Life” reinforces Theragun’s evolution from an athlete-centric recovery tool to an indispensable wellness product with broad appeal. “The campaign really represents a directional shift for Therabody, not just in expanding our target audience, but more so in developing highly specific messaging and executions that speak to the benefits of our science-backed innovations for defined populations,” he explained. “Now that these audiences are identified and understood, Therabody can also strategize products that serve them specifically.”
In regards to working with F&B, John states that it’s been highly collaborative and certainly looks forward to continuing the relationship. “The great thing about our partnership is the radical collaboration. So many agency/brand relationships are based on a service model, but the Forsman team are more like partners. We’ve done everything together from research to planning creative for media placements. The extension campaign also supports our belief in the importance of messaging consistency over time. When an idea resonates with consumers, the smart thing to do is double down on it and don’t move on too quickly—we see this as a multi-year platform and partnership, one that is only just beginning.”
Shot over four days in Prague with returning directors Docter Twins and their production company Thinking Machine, “The Workout Called Life” 2.0 campaign serves as yet another showcase for F&B’s unique approach to the work. “We aspire to be the most admired creative partners for the world’s most ambitious brands,” Tom added. “I’d say Therabody is incredibly ambitious in their mission to help people live longer, healthier lives. They are democratising wellness at a time where simply feeling better each day can feel out of reach for too many. I think this campaign shows an evolution for the brand and the way it tells stories—built on human insight and designed to give their products a more meaningful role in people’s everyday lives. I’m proud of that.”
