It’s that time of year again—time for Equinox gym to release their annual fitness campaign. Last year’s ads pushed the envelope with a narrative that involved cross dressing, shaved heads and a well-toned MILF, but this season’s images make their previous campaigns seem almost mild-mannered. For 2016, Equinox wants you to commit to something—and it doesn’t seem like they’re particularly picky about what that something is. Sure, they wouldn’t mind if you sign up for their gym, but if your resolution involves robbing a bank, joining a cult or having an orgy, that’s cool too.
In a series of images entitled Commit to Something, fashion photographer Steven Klein shot a number of models (all with rock hard abs, BTW) who have committed to everything from (glamorously) breastfeeding in public to defying socially-accepted norms by becoming an award-winning male cheerleader. "It is the responsibility of advertising to communicate modern times and social issues. This campaign addresses today's issues and social commentaries, which is a powerful approach instead of portraying people as superficial objects with no narrative," noted Klein in a press release. And much as this campaign highlights some of the more provocative reasons to take off your clothes, it makes a valid argument for fitness (because, let’s be honest, no one wants of join a six-person sex romp with a pot belly).
