January is awash with health and fitness products, often poorly differentiated, and all seemingly promising “new year, new you”. Yawn.

So praise be to gymbox for thinking harder and achieving genuine stand-out. It’s not the startling black/yellow visual identity or the distinctive product experience (live DJs in the gym), but the category-smashing copy that really gets noticed.

Finally. An ad about getting big and hard that didn’t originate from a Russian spam account

Whether you approve of the tone or sentiment employed, it seems pretty clear that this is low-cost, high impact and certainly against the grain. Hurrah.