The brief was to communicate the 24/7 facility of Anytime Fitness gyms.

The advert was aired in India’s leading metros targeting the corporate worker. These people work from 9am to 8pm, making it difficult for them to spend time in the gym during conventional hours. We wanted to make the anytime gym access clear to them and convince them to sign up.

Rather than create a run-of-the-mill announcement spot, we used sound engineering to create awareness about the fact that our gyms are open even when others sleep. Thus the ‘snoring push-ups’ were born.