/** */ Fitbit "We're all in this together" (2020) :30 (USA) | Adland

Fitbit "We're all in this together" (2020) :30 (USA)

"To all of you doing your part. On the front lines. Or at home. Turning those living rooms into gyms. Getting creative in the kitchen. Taking a minute for yourself. And trying to get a good night's sleep. Thank you for doing what you can. We're all in this together, so here's a little something to help."

Fitbit premium is now free, ya'll.

This ad, set to soulful music, feels like every ad that's been created using a mixture of zoom stock or otherwise repurposed footage in the past few months, including the same message.

The voice over sounds like the "Turn to the nerds guy," on downers.

Ah well. At least in this case, the message is relevant to the brand. Because those of us who haven't stocked up on enough booze to pickle all of Cleveland are doing our best to stay in shape. 

Unfortunately, I don't know how Fitbit premium helps me do any of the things the people in the footage already seem to be doing, including cooking, yoga, sleeping, dips and squats with someone on your shoulders. They are assuming a title at the end with the word "FREE" is enough of an incentive. It probably is for some.

I wonder what the brief was like. Was it initially just a feel-good message? Did some client decide "Hey let's use the pandemic to increase our subscriber numbers?"  

No one can accuse them of not being opportunistic.

Oh yeah. Not to brag, but I did a hundred of squats today. I'm probably not going to be able to walk for a week. Can Fitbit can help with that?

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