Les Mills takes on health crisis with satirical anti-fitness campaign

Les Mills, the group fitness class provider, has released an ironic anti-fitness video in a bid to highlight the importance of exercise.

Lesley Miller: The star of Les Mill's anti-fitness video as part of its satirical campaign
Lesley Miller: The star of Les Mill's anti-fitness video as part of its satirical campaign

The company has conducted a survey on the exercise habits of adults in the UK. It found that almost a third of those surveyed led a lethargic lifestyle, 20 per cent rarely exercised, while eight per cent said they never exercised at all.

A further 16 per cent said that they avoided working out at the gym because they were intimidated by others.

The video stars anti-hero Lesley Miller who boasts that he has not been to the gym for five years, as he preaches to a group of people about the "fitness myth". The film was created by Manifest London’s content division, 'O'.

At the end of the video, viewers are given the option to "choose active", which clicks through to a promotional video for the brand. Alternatively, viewers can "choose the right to do nothing", which reveals a video of Lesley Miller sitting watching TV and ends with the message "click to change your mind".

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