How do Olympic athletes stay motivated? In the case of this ad, they rely on a coach who has some “innovative” ideas like working out in a classic 80’s montage – as if in an 80's music video, movie, TV show or workout tape. We used this creative approach in an attempt to stand out among much larger Olympic sponsors with much bigger media buys.

Boy did we break through! 24 Hour Fitness 80’s montage was one of the most talked-about ads of the Olympics. Anecdotally, we heard that other athletes were jealous of the ad. The buzz value of this commercial far outweighed anything we could have achieved through paid national TV.