Sport England: Fit Got Real

Sport England and FCB Inferno return with a new iteration of their This Girl Can campaign, which aims to reach women of all backgrounds and ethnicities who may feel left behind by 'traditional' exercise. 

The new spot, helmed by Georgi Banks-Davies through SKUNK London, is a typically joyful offering showing real women tackling exercise their own way, no matter how unconventional.

Whether that's running around the park pushing your baby in a buggy, working up a sweat by hula-hooping at home, or taking a goose-pimpled plunge into the bracing waters of the English Channel, the message is loud and clear: anything that gets your body moving is bloody brilliant. Bonus points for the pun-tastic tagline, too.