Anytime Fitness says ‘F*ck Unfit’ but tones down outdoor ads to avoid ASB clash

January 9, 2017 9:20

Australia’s largest gym network, Anytime Fitness, is launching a brash campaign urging people to “F*ck Unfit” to shock people into improving their health, but has made a last minute call to tone down outdoor posters after the advertising watchdog ruled on the use of the “F” word by other advertisers.

Anytime Fitness has amended its new campaign for outdoor use

The campaign is one of the biggest marketing drives in the history of Anytime Fitness and is allied to the launch of a fitness app aimed at giving people an always available alternative to gym instructors.

But the outdoor element of the campaign has undergone a last-minute alteration after the Advertising Standards Board last month ruled against SBS and ads for its Viceland channel promoting the TV show”F*ck, That’s Delicious“.

Subscribe to keep reading

Join Mumbrella Pro to access the Mumbrella archive and read our premium analysis of everything under the media and marketing umbrella.

Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

Topics