Directed by Photoplay’s Scott Otto Anderson, the campaign sees Mr Hemsworth channelling the spirit of the people he and his team are out to help: from a Mom trying to squeeze workouts in between working-from-home and childcare, to a mindful college bro, two twenty-something workout girls, to a middle-aged ‘King of the Grill’ Dad. Chris’ c head is superimposed on each character as he moves through their day-to-day lives, creating a weird and self-deprecating charm that speaks to the wide appeal of Centr.
The resulting content is a category-busting take on health and fitness, forgoing chiselled bodies and stylish athleisure wear in favour of a more achievable and relatable look at getting fit.
“This campaign is all about celebrating what’s possible when it comes to health and fitness” said Centr CEO Zsofi Paterson.
“We want people to understand that living a healthier life isn’t about being an A-list celebrity. To reach your goals you need to get the right guidance and the right tools, and Centr puts all that in your pocket so that you don’t need to be Chris Hemsworth to get results, you just need his team.”
“We’re not your average fitness app which is why we don’t act like one. This might be an unusual take on fitness advertising but we want to shake up the category and show off the humour that Centr’s members have come to love and appreciate.”
Initially launching via Hemsworth’s personal Instagram page, the campaign rolled out across social, PR, CRM and paid advertising, amassing over nine million views globally in less than a week.
This new launch from Centr follows a year of significant growth, with subscribers increasing by 160% in 2020 thanks in large part to the app’s huge range of workouts, recipes and meditations, and the incredible transformations achieved by members since launch two years ago. Oh...and Chris’s team of course!