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.