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Independent Creative agency, Joint has today unveiled the first-ever paid advertising campaign for The Body Coach brand and app.  

The new campaign, ‘Uphill’, is set in the sprawling countryside and shot in one continuous take, showing Joe Wicks walking uphill, engaging with the audience and inviting them to join the thousands of people who’ve transformed their lives with his app. The idea builds on the success that Joe has created over the past 12 years through his ability to understand, motivate and empathise with his audience.

The campaign will air across television, social and digital channels from Boxing Day until the end of January 2024.

The agency collaborated with the talented Director, Ste Hinde, and the production team at FMLY CRTV on the campaign.

Joe Wicks, Creator & Founder of The Body Coach, said: “I’ve always wanted to create a sense of community around exercise and moving your body, and I love that we’ve been able to help millions on their journeys so far. This advert gives us the perfect chance to reach out to even more people and encourage them on their way to feeling happier and healthier.”

Commenting on the campaign, Nikki Wicks, CEO & Creative Director of The Body Coach, said: “At The Body Coach we are constantly talking about how to bring change to the culture of fitness; how can we make people think and feel differently about fitness and physical health? We set out to make fitness fun and we want to continue this mission to get more people moving. The creative team at Joint have managed to convey exactly that with our first ever advert and we're thrilled even more people will hear our message and get to join in our fitness adventure.”

Damon Collins, founder of Joint said: We’ve been huge fans of Joe for many years, so working with him, Nikki and the whole Body Coach team has been an amazing opportunity. 

The difference Joe makes to people is profound. He really is there, training alongside people every step of their fitness journey and it’s exciting to get such a positive message out to a wider audience.

We co-wrote these scripts with Joe to ensure he came across exactly how his fans expect him to.

We are delighted for the campaign to finally be out in the wild, and hope it motivates a few people along the way."