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These Equinox Ads by Steven Klein Are Promoting More Than Gym Memberships (NSFW)

The controversial campaign focuses on the theme of commitment and aims to address larger social issues.

The luxury gym chain is no stranger to pushing boundaries, as its racy ads have become synonymous with the brand’s identity. To kick off the new year, apropos of when gym memberships skyrocket, Equinox has launched a campaign titled “Commit to Something.” Shot by notable fashion photographer Steven Klein, the call to action isn’t just restricted to exercise, but is applied through varying areas of our lives including activism, sexuality, women’s rights and more. As reported by Adweek, ad agency Wieden+Kennedy didn’t think committing to working out was compelling enough and thus, decided the expand the idea of committing to life in general — whether it be a cause, belief, or lifestyle that may or may not be accepted by everyone.

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