Stronger Every Day

Bowflex made a name for itself in the 1980s with late-night informercials featuring jacked shirtless guys in red workout shorts. And contrary to popular belief, Bowflex still exists. They just make a bunch of other non-bow-related home workout equipment now.

At a time when Peloton had cornered the home fitness market, Bowflex found itself a challenger brand. So we positioned them as a sort of anti-Peloton: a brand that understands exercise sort of sucks, burgers are good and you don’t need to live in a glass-walled penthouse to get in the habit of working out.

We created additional spots around the idea that starting a healthy habit doesn’t have to change your life.

Our anti-Peloton instincts were well-timed. Peloton’s infamous Christmas ad came out right after our campaign launched.