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Equinox’s new year ad campaign puts the commitment-phobic on blast


2016_Equinox_Commit_Campaign_ActivistHow does a fitness brand break through all the “new year, new you” noise? Easy—unleash a series of provocative pics and let the social media circus commence.

At least, that’s the approach Equinox seems to be taking with its latest ad campaign. Titled “Commit to Something,” the sexy photos, shot by fashion photographer Steven Klein, are all about unapologetically owning one’s passions, as controversial as they may be.2016_Equinox_Commit_Campaign_Lovers

In some of the shots, this takeaway is clear—like the one in which model Lydia Hearst confidently breastfeeds two babies in a crowded restaurant—while others, like an image depicting a tangle of toned models atop a bed, say more about avoiding commitment than falling hard for one super hot, um, interval training workout. But whatever.2016_Equinox_Commit_Campaign_BREASTFEEDER

“The concept of commitment is bold, incredibly powerful, and it’s real, especially in a world today where commitment is lacking,” said Carlos Becil, Equinox chief marketing officer, in a statement. Sorry, I was checking my Instagram feed and emailing my mom. What did you say? —Erin Magner

What do you think of the Equinox ad campaign? Tell us in the Comments, below!