David Reviews

 Biting the hand that feeds us since 2002.

Fitbit
"Still Got It"
45s
6 October 2017
UK Fitness Equipment

Ian Derry is no stranger to exertion. His profile of ice diver Johanna Nordblad captured the physical and mental rigours of pushing one’s limits; this Fitbit commercial reminds us it’s never too late to challenge ourselves.

We see thirty, forty, and fiftysomethings throw themselves into various pursuits: running, swimming, cycling, even lifting ruddy big tires. We like the bloke shaving his legs to ensure aerodynamic efficiency. They may not be typical athletes, but their commitment is unquestionable.

Positive and sweat-drenched, it’s a steelier affair than we’re used to from Fitbit. A plaintive version of ‘Happy Birthday to You’ adds further depth; the brand insist every day is a launchpad - and their wristwear can help us stay on track.

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Fitbit
"Still Got It"
45s
6 Oct 2017
Ian Derry is no stranger to exertion. His profile of ice diver Johanna Nordblad captured the physical and mental rigours of pushing one’s limits; this Fitbit commercial reminds us it’s never too late to challenge ourselves. We see thirty, forty, and fiftysomethings throw themselves into various pursuits: running, swimming, cycling, even lifting ruddy big tires.

Fitbit
"Mum"
30s
13 May 2017
A little girl narrates her mother's efforts to get fit in this latest Fitbit commercial. With the supposed help of the advertised fitness tracker, mum transforms into an exercise fanatic before our very eyes. We don't think we've ever seen a happier jogger... mind you, she couldn't look more smug picking up that apple if she tried.

Fitbit
"Features"
20s
28 Oct 2016
Fitbit focus on their niche audience in this ad for their all-new Fitbit Charge 2. Having realised that marketing Fitbit as an essential piece of kit for the entire population, they concentrate on fitness fanatics - people who might actually have need of a continuously monitored heart rate or guided breathing app.

Fitbit
"Dad"
30s
17 Oct 2016
This ad for Fitbit features a father trying to get in shape before his daughter's wedding, not wanting to be immortalised as a slob in all those professional photos. We're sure the good work will promptly be undone at the reception, but his journey to temporarily better fitness is shown though a montage of familiar fitness-ad clips: grimacing at green smoothies, sweating it out in the gym, and collapsing into bed.

Fitbit
"Get Moving"
20s
18 May 2016
Fitness gizmo specialists Fitbit advise us to make like Fats Domino and get more use of our legs, whether it's in lieu of the bus, the lift, or simply going out for a stroll with the family. With the brand's latest wrist accessory, punters can gauge whether they've hit the ideal number of steps for the day, or if there's still plenty of pavement to pounded.

Fitbit
"Dualities"
30s
28 Mar 2016
After an iffy start to their advertising, Fitbit seem to have settled into a serviceable groove as they extol the dual benefits of their Blaze smartwatch. Rather than the 'all things for all wrists' approach used by their competitors, the brand focuses on those who like nothing more than to get a sweat on. Neat transitions show how the watch fares equally well during work, play, and rest.

Fitbit
"Fit Types"
30s
10 Nov 2015
This latest for FitBit feels like it's starting to hit its stride. Although essentially the same as previous spots, it seems more evolved and less smug. The soundtrack isn't quite so grating, and the comprehensive range of people using the device seems more sympathetically depicted. All in all, neatly done.

Fitbit
"Scale the Heights"
20s
23 May 2015
Wearable technology is all the rage and with the jury still out on Apple's iWatch, it's a sensible moment for rivals Fitbit to step up to the plate. This commercial is a considerable improvement on their last offering and looks like it has what it takes to remind people that they don't have to take an expensive punt on Jonathan Ive's vanity project if they want to track their fitness via a timepiece.

Fitbit
"Find Your Fit"
30s
1 Dec 2014
The soundtrack to this sounds as though the aim of the exercise was to take Bob Dylan's Subterranean Homesick Blues and butcher it beyond recognition. And if that was the aim then kudos to the music team... you succeeded beyond your wildest dreams. As for the aim of the ad as a whole, we assume it's designed to withhold all information about what this product is or does, so well done on that score too.

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David Reviews - Lovely Lenzie Ltd, Woodbourne House, Seven Sisters, Lenzie, G66 3AW. Telephone: +44 141 776 7766. Editor: Jason Stone.