Bingo wings wobbling. Flushed jowls joggling. Mascara running faster than you are… If you shudder with recognition at these images, you’re probably a woman. A real one, who finds motivation the hardest part of keeping fit. And one who’s not alone.
Sport England have hit upon the insight that women worrying about how their bodies will be perceived is often the reason they’re less physically active than men. Cue their ‘This Girl Can’ campaign, with its video celebrating every last, glorious, womanly wobble.
The advert champions sisters of all ages, shapes and sizes, working out without holding back, no matter what wiggles wetly at the camera. Sports, dancing, swimming and waddling are all depicted in high-def delight, with slogans that drip with attitude such as ‘Sweating like a pig, feeling like a fox’ and ‘I kick balls, deal with it’. A refreshing change from the images of unobtainable female perfection more usually associated with female sport.
And a clever example of presenting the motivating ‘why’ to consumers – not the more pedestrian ‘what’…