Fitbit: Still Got It

FCB Inferno has launched a new campaign for Fitbit UK, called Still Got It,  showcasing the new Fitbit Ionic smart watch.

Directed by Archer's Mark's Ian Derry, the spot features real people embracing the sporting world. A series of shorter films, promoted on Facebook and Instagram, will dive deeper into the psyche of these everyday athletes with witty, well-observed monologues that highlight how the Ionic is helping them prove they’ve Still Got It.

The film is set to Happy Birthday to You, which came out of copyright last year and acts as a reminder that it’s never too late to take on a personal challenge, and that some numbers mean more than others – and age isn’t one of them. “We wanted to challenge the unrealistic portrayals of sportsmen and women in the media, and the challenge was to do this in an inspiring way," says Sharon Jiggins, MD of FCB Inferno. "The result is a fun, and we hope, motivating piece of work embracing athletes of all levels and abilities.”