Orangetheory Campaign Slams 23-Hour International Women’s Day

It falls on daylight saving time this year

Black woman wearing a winter coat stares downward at camera with knowing smile on her face
This year, International Women's Day coincides with daylight saving time—aka the shortest day of the year. Orangetheory
Headshot of Mary Emily O

This year, International Women’s Day happens to fall on the same day that daylight saving time goes into effect. It doesn’t seem like much until you realize that means the one day set aside to recognize the accomplishments of women also happens to be the shortest day of the year.

In its new campaign, boutique fitness brand Orangetheory highlights the irony. A video features women actors smirking at the fact that they’re being shortchanged by an hour: “What a surprise,” says the opener with blithe sarcasm.

“Once again, the world thinks women are gonna settle for less,” reads the script for the new Orangetheory video. “So this International Women’s Day, we’re going to get more for ourselves instead. More energy, more strength, and more life. Because even when the world thinks it can give us less, we believe everyone is free to have more.”

To mark Women’s History Month, Orangetheory is donating partial proceeds for March to the Global Fund for Women, a grantmaking nonprofit that has funded nearly 5,000 women-led initiatives around the world since its founding in 1987.

“When we discovered the rarity that International Women’s Day 2020 falls on the same day as daylight saving time, effectively making it the shortest day of the year, we thought this was a radical fact worthy of exploring,” said Tammie DeGrasse-Cabrera, Orangetheory global marketing director. “Because of our founding story and brand platform, we felt that we were uniquely positioned to start this conversation in the culture.”

The fitness unicorn is also offering a free partner workout on Sunday. Members who bring in a friend will be able to comp both of their classes.

The campaign is the brainchild of Tombras, the independent Knoxville-based agency that opened its first New York office last November after being named lead creative last fall for Nutrisystem and Harry’s, and creative and media agency of record for FreshDirect. Tombras has been AOR for Orangetheory since 2015.

“We knew the fact that these two events fell on the same day could further the brand’s mission and inspire women to keep pushing for more,” said Ashley Butturini, evp and director of client services at Tombras. “It’s a privilege to work with a rapidly growing brand that’s willing to make a bold statement and be a force for good.”

Orangetheory has capitalized on daylight saving time in its previous campaigns as well. When clocks rolled back for the end of daylight saving time in November 2018, the fitness brand offered a free hourlong class to counter the No. 1 excuse people give for not working out: not enough time.

“Everybody says they’re too busy to work out—it’s by far the most common excuse,” Orangetheory chief brand officer Kevin Keith told Adweek in 2018. “But you’re busted, America. We know that what you say and what you do are two different things. We feel like it’s our responsibility to give some tough love.”


@MaryEmilyOHara maryemily.ohara@adweek.com Mary Emily O'Hara is a diversity and inclusion reporter. They specialize in covering LGBTQ+ issues and other underrepresented communities.
Publish date: March 6, 2020 https://dev.adweek.com/brand-marketing/orangetheory-campaign-slams-23-hour-international-womens-day/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT
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