As the headline sponsor of Parkrun, which has almost 300,000 UK participants a week, Vitality has found a voice that speaks to regular people. This new campaign by agency VCCP builds on that with the message “Your health’s best friend” and a film showcasing an ordinary guy on a bike struggling to improve his fitness on the way to work.
He’s accompanied by Stanley the dachshund, who’s been the “face” of Vitality for the last 12 years, offering encouragement from the bike basket. A familiar tune from the Rocky films, “Going the distance,” provides the soundtrack.
Keith Kropman, chief marketing officer at Vitality said: “We have never shied away from the role we can play in supporting healthier lives. In taking a prevention-first approach, we can help our members build a healthier today and tomorrow. ‘Your health’s best friend’ is supportive, encouraging and there for you: everything a best friend should be.”
Liam Wilson, creative director at VCCP said: “This work is a much-needed dose of fun that celebrates the joy of living healthier, with a tiny dachshund encouraging action. It’s a bit of entertainment to remind people just how good life can be.”
The campaign runs nationwide with media planning and buying by Today-tomorrow.media and social by McCann.
It’s a pleasingly light hearted campaign in a category that can tend towards the preachy.
MAA creative scale: 7
