Mother takes the lash to Gymbox

2018 has started in ominous style, your correspondent is surrounded by people wearing a fit-something-or-other on their wrists, bemoaning the fact that they’re still a few thousand steps short of whatever the improbable target is.

Thought New Year resolutions were done and dusted by now.

Rather unkindly Mother is joining the fray with this debut campaign for Gymbox – ’50 Shades of Gymbox’ – about a new range of workouts including ‘Whiplash,’ ‘Blackout’ and ‘Ripped and Stripped’ (plus 200 Very Personal Trainers), based on a supposed evolutionary link between pleasure and pain. Er, wasn’t that masochism?

Each to their own.

MAA creative scale: 7.

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