Enlists Award-Winning Agency 180LA to Help Spread Dance Movement Everywhere
September 18, 2014 – MIAMI – The largest branded dance-fitness company in the world, that has spread joy and changed lives in more than 180 countries, is taking its contagious movement to multimedia with its first 360-degree brand campaign “Let it Move You.” The phrase, which will now serve as Zumba’s official tagline, draws out the passion that lives deep within everyone. It’s a feeling that moves you not only in a physical sense, but also emotionally, telling you to break free and bust a move; a feeling that stays with you long after the Zumba® class is over.
By enlisting A-List ad agency 180LA, Zumba has created a multimedia advertising campaign to promote Zumba® classes and Zumba® apparel, including television, digital, social and PR; this is the first and a major move for any branded fitness program. The commercial, which lives online and on TV, was directed by twin brothers Jonathan and Josh Baker (TWiN Thing) with the support of Janet Champ, an icon in the industry of women sports advertising, to creative direct.
“Our purpose at Zumba is to change lives through health, wellness and overall happiness,” said Zumba CEO, CMO and Co-Founder Alberto Perlman. “This is our chance to make a bold statement with a campaign that promotes and elicits powerful emotion and movement, tied to our ‘fitness without sacrifice’ mantra. Our number one goal is to support our licensed Zumba instructors and inspire millions to get off the couch and moving in a Zumba class.”
The “Let It Move You” campaign shows the infectious and empowering influence of the Zumba lifestyle, which is fiercely linked to its addictive choreography and music. The anthem TV spot strays from using models with unrealistic body types, and instead replays that Zumba is for everyone, breaking out dance moves in unexpected places and paying tribute to how Zumba brings fun to life. The spot is set to a Zumba® remix of the energetic Diplo track “Express Yourself” and begins with people displaying small, uncontrollable body spasms, which eventually build to a full-on musical and physical crescendo of all out dancing.
“A lot of people have inhibitions about dancing in front of others. This is the tension we pushed off to create this campaign,” said Chris Mendola, Chairman of 180LA. “The films bring to life a wide variety of Zumba enthusiasts. It’s powerful how the Zumba classes and community all genuinely share a positive energy and way of life. It’s contagious.”
The commercial runs on television and online; additional vignettes of the highlighted characters from the ad will run as pre-roll in digital media buys, including a police officer, corporate office woman, a customer in a mattress store, a nightclub bouncer and more. Print posters are available to the Zumba Instructor Network (ZIN™) as well as participating gyms. The new messaging and visuals are being implemented across Zumba’s social networks which include a combined 7.5M following.
Zumba is the largest dance-fitness company in the world with 15 million people who have ditched the workout, and joined the party. Now let Zumba move you. To find a Zumba class, visit Zumba.com. To view the TV spot, click here. For additional media assets, contact firstname.lastname@example.org.
About Zumba Fitness, LLC
Zumba Fitness is a global lifestyle brand that fuses fitness, entertainment and culture into an exhilarating dance-party workout. Known as the ultimate “fitness-party”, Zumba® classes blend upbeat world rhythms with easy-to-follow choreography, for an effective, total-body workout. Founded in 2001, the company is the largest branded fitness program in the world – reporting more than 15 million weekly participants, in over 200,000 locations across more than 180 countries. In addition to its original Zumba® program, the company also offers a variety of specialty classes, including: Zumba® Step; Zumba Gold® (active older adults); Aqua Zumba®; Zumba® Kids/Zumba® Kids Jr. (ages 4-11); and Zumbini® (ages 0-3). The Zumba® fitness lifestyle is rounded out by the company’s many consumer product offerings, including DVD sets, music collections, multi-seasonal apparel and footwear, video games and Fitness-Concert™ events. For more information about Zumba Fitness programs and products, or to find a live class, visit zumba.com. Find us on Facebook, Twitter and Instagram.
A quick note about the Zumba® Mark
Zumba® was coined by us to identify our company as the source of fun and effective fitness programs combining easy-to-follow moves with invigorating world rhythms. When referring to our mark, we ask that you help us protect the thousands of instructors who teach Zumba® classes by following these guidelines:
- Capitalize the letter “Z” in our Zumba® mark
- Use the mark to describe our products or services (e.g., “the Zumba® program,” “Zumba® class,” “Zumba® instructor,” or “Zumba® DVDs”)
- Use the ® symbol after the word Zumba®
- Never use “Zumba” as a noun or verb (e.g., “You’ll love to Zumba” or “They went to Zumba”)
- Never alter the mark (e.g., “Zumbamania” or “Zumbatastic”)