Les Mills latest shot here, created in USA

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AUCKLAND, Today: “We are proudly New Zealand owned and operated,” proclaims the release updating us on Les Mills’ latest campaign. But you’d never know it, judging by the campaign’s 100% US origins.

The PR for Choose Happy is out of US-based Corbin PR, the creative agency is nice&frank, a small shop is based in the US, and both production companies (Biscuit and Revolver) have their HQs in the US.

Sarah Corbin describes the new campaign as a “bold” international campaign, aimed at helping the 64% of Gen Z who aren’t regularly exercising to overcome barriers such as intimidation and reap the rewards of an active lifestyle”.

Despite a prompt answer to our request for a credits list, Corban chose not to reply to a follow-up question.

“The brand film, which runs internationally, was shot on location in New Zealand.”

The brand film, created by nice&frank, which runs internationally, was shot on location in New Zealand with director Andreas Nilsson.

The film stars a bloke called Goldstein (no relation to ASB’s Ira).

It features female Māori actor Acushla-Tara Kupe making her international commercial debut “further showcasing Kiwi culture”.

Corbin also announced a “unique” competition for two fitness fans to win a dream move to New Zealand for three months.

The winners will be announced via the Les Mills social media accounts on 28 July during Les Mills Live Los Angeles later this month.

The prizes include “a personal tour from founder Phillip Mills, taking in some of New Zealand’s most breathtaking landmarks”.


Agency: nice&frank
Chief Creative Officer & Co-founder: Laura Petruccelli
Chief Strategy Officer & Co-founder: Graham North
Creatives: Erica Stevens, Lucy Sandwick
Social: James Gross
Design: Claudia Di Martino, Ben Gallegos, Brett Newman
Executive Producer: Benton Roman
Director of Culture & Strategy: Drew Forrest
Brand Strategist: Ray Yoes
Account Director: Alyssa Fitterer, Kelsey Burke
Client: Les Mills
Group Chief Executive Officer: Clive Ormerod
Chief Customer Officer: Luke Waldren
Production Company: Biscuit LA
Co-Production Company: Revolver US
Director: Andreas Nilsson
PR Agency: Lion Media Group
Ad Trade Media Relations Consultant: Sarah Corbin (Chicago)

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