Some gyms are all NO PAIN NO GAIN hyper-macho nonsense, others touchy-feely align-thy-chakras inanity. Nuffield Health is neither. Nuffield wanted a TV spot that aligned with their ethos of being a gym for everybody (and every body), so we came up with the idea of “small victories.” This is the belief that beating a personal best or skipping junk food for a day are every bit the victories that running a marathon or benching the weight of a small car are. We made that idea into a TVC. Later in the year, we also adapted the campaign to advertise Nuffield's physiotherapy offering.