Therabody expands the workout called life campaign

Award-winning global creative collective Forsman & Bodenfors(F&B) has reunited with Therabody to unveil the next iteration of the brand’s groundbreaking 2023 campaign The Workout Called Life, which highlights the wellness advantages and impact of its revolutionary Theragun product line.

For the second instalment, F&B and Therabody have teamed up to create two distinctive :30 spots, which reflect both the agency and brand’s desire to tell a deeper story around everyday movements that act as a workout, from being a career-driven professional and mom to doing exhausting work around the house, and that the Theragun by Therabody can offer some much needed relief. “We started with the insight that many of us are multitaskers, trying to pack so much into each day just to keep up with the pace and expectations of modern life,” says F&B Global Strategy Lead Tom Suharto. “But the thing about multitasking is that it all adds up, and by the end of the day, our bodies deserve recovery.”

From a visual and narrative standpoint, Suharto pinpoints some of the key differences from the 2023 version of “The Workout Called Life”, including an objective to tell a more emotional story. “This campaign takes on a more playful tone, dramatising how daily stresses build up, leading to a hero moment for the Theragun, which releases the tension and gives our characters the recovery they deserve.”

According to Suharto, there are two specific target audiences for this latest The Workout Called Life campaign Millennial Moms and groups of active Gen X and Baby Boomers. “We know both of these audiences lead active lives and often miss out on the recovery their bodies need,” he says. “With this work we wanted to challenge the perception that Theragun is too masculine or too intense. It really is a brand for every body in need of recovery”

To further drive Therabody’s efforts to change perceptions about the benefits and value of Theragun, F&B had to rethink and reframe the The Workout Called Life concept and aesthetics. Describing the visual aspects and behind-the-scenes moments of the campaign, F&B Creative Director Claudette Martinrecalls, “In this iteration of the campaign, we wanted to bring to life both what it feels like to carry the weight of your day with you and then the incredible feeling of relief that the Theragun provides as you let it all go. The practicality of the match cuts and stunt for the release moment were incredible production feats. Our talent was lifted into the air and each and every prop were on strings to very practically bring to life a most surreal feeling.”

For Therabody Chief Marketing Officer John Solomon, the next phase of The Workout Called Life reinforces Theragun’s evolution from an athlete-centric recovery tool to an indispensable wellness product with broad appeal. “The campaign really represents a directional shift for Therabody, not just in expanding our target audience, but more so in developing highly specific messaging and executions that speak to the benefits of our science-backed innovations for defined populations,” he explains. “Now that these audiences are identified and understood, Therabody can also strategise products that serve them specifically.”