With today’s apps and services offering up ease in every facet of life, why commit yourself to anything when everything is available within one click? Because the commitments you make fundamentally define you—both in fitness and in life. It’s a hard truth shown in the most recent iteration of fitness club Equinox’s Commit to Something campaign by ad agency Wieden+Kennedy New York. Featuring photographs shot by New York–based Steven Klein, the campaign celebrates a wide range of commitments. Some touch on social issues while others are more playful, from a woman committed to the cultivation of cannabis plants to a narcissist devoted to the chores of beauty. A few even present models dedicated to the commitments captured in the campaign—one execution, Tattoo, features model Samantha Paige, who has actually had a double mastectomy, a commitment that has made her who she is today. Stopping short of photojournalism, the images themselves commit to real life.
HunterGatherer’s quirky spot, produced by Ways & Means, shows the main reason you should give in to gravity.