Hydrow High’s natural highs

Created in partnership with Mojo Supermarket, and directed by Rich Hall, through Riff Raff, this amusing campaign depicts an inflatable man’s journey from deflation to elation. 

Feeling a bit low, when usually he’s a “naturally upbeat person”, the man chats to his partner about his blues. Among the nicely odd little details in the spot, she suggests joining a book group... but instead he gets hold of a Hydrow rowing machine and taps into that endorphin-generating, work-out buzz that can keep a chap afloat. 

Eventually his pumped up glee enables him to fly off out to join other buoyant air-packed chums as they fly around, high above the city. 

A departure from commonplace fitness marketing depicting toned bodies in aspirational settings, the creative is refreshing in its balloonesque surrealism.