Les Mills targets gym anxiety with Be Imperfect campaign

Silence your inner critic and embrace imperfection – that is what the fitness journey is all about, says Les Mills in its new brand campaign.

Research shows that for many Kiwi, fear of judgment is a significant barrier to going to the gym — even if that judgment isn’t as real as we think it is.

The new campaign and brand platform, created in collaboration with creative agency Motion Sickness, ‘Be Imperfect’ addresses this anxiety by celebrating the confidence gained through action. It strips away the glossy facade of gym perfection, instead highlighting the missteps, dripping sweat and grit that comes with every session.

Instead of casting actors in the advertisements, Motion Sickness chose to feature real Les Mills members who bring their own unique stories of challenge and triumph to the campaign.

“At Les Mills, we know how life changing exercise can be and that some days are better than others. Be Imperfect takes the pressure off and highlights imperfection as a natural part of the fitness journey. Our clubs foster an environment where people can get out of their head and into the moment, where anyone can enjoy fitness without any expectations, limitations or pressure. Be Imperfect celebrates this,” says Rosie Rissetto, Head Of Marketing & Sales, Les Mills New Zealand. 

The hero film starts with narration by musician Tom Scott, reminding us of the doubts we all face—telling us we’re not strong enough or ready enough. However, this voice is soon drowned out by a more compelling one, Les Mills, who reassures us that it’s okay to stumble, that every mistake is a medal in the trophy cabinet of success. The inner critic that expects you to be perfect is what holds us back – but you don’t need to listen to it.

Les Mills New Zealand’s new path was born from the self-doubt many of us experience internally. Hilary Ngan Kee, Head Of Strategy at Motion Sickness, explains:

“We’ve all got it—that little voice in the back of our heads telling us we’re not good enough. The critic that says you’re not doing it right or that you won’t fit in. That annoying little commentator that gets in the way of trying something new. Les Mills is the other voice—the one that tells you to raise the bar, even if it doesn’t have any weight on it. This new brand platform is about confidence and giving you the tools to be self-assured, live in the moment, and run your own race, free from judgement. That is where the new direction of Les Mills, and ‘Be Imperfect’, lies.” 

The 60 second ad launched online on October 6, gaining over 130,000 organic views and over 1000 shares in the first 24 hours.

The campaign now rolls out this week across TV, out-of-home, SVOD, and integrated digital channels and is also supported by broader social content that unpacks the Imperfect platform through the unfiltered voices of more Les Mills members.

“Motion Sickness has brought a unique blend of strategic thinking and creative edge tapping into cultural insights which has helped us break new ground for the brand and the category at large,” says Rissetto.

“We are acutely aware that a brand platform is so much more than sixty second ad and are excited about the creative stretch that lies in the Be Imperfect platform and its potential to resonate with new segments of the market.”

Les Mills will be working with Motion Sickness in the coming months to activate the ‘Be Imperfect’ platform throughout the business and brand in new ways, big and small.

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