24 Hour Fitness gets personal in new branding

24 Hour Fitness, the largest national fitness club chain, launched a new campaign starring actual club members who have overcome personal challenges through fitness. The "12 Million Lives" campaign is intended to inspire people to embark on a life-changing journey by using the power of fitness to improve their physical and mental well-being. The brand campaign is unique for the fitness industry and demonstrates an innovative approach to reaching current and potential club members.

The new TV ads feature six 24 Hour Fitness club members from a variety of backgrounds. Each story is a remarkable example of how exercise and nutrition has transformed the member's life.

The new campaign will debuted yesterday at 9 p.m. during FOX's "House" with a 60 second spot entitled "Sharlynn." An interactive website (12millionlives.com) launched in conjunction.

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