FCB Inferno keeps up the Sport England standard with new ‘Fit got real’

Sport England’s ‘This Girl Can’ campaign from FCB Inferno is arguably the best long-running UK ad campaign – helped, no doubt, that it’s Lottery funded so can actually be long-running – and this new one keeps up the standard.

Showing that generously proportioned ladies can still get fit – ‘Fit got real’ – a nice democratic spin and useful support when you want to run round the park with a pushchair.

Another very good ad in a month full of them – ironic when the money men are writing off creative agencies.

MAA creative scale: 8.

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One comment

  1. I’m in this ad and to base your entire take home message about it being all about “generously proportioned women” is kind of ironically missing the point and not true!!!

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