Speaking of anti-AI marketing, Equinox’s new campaign reminds viewers that self-comparison can be totally unreal now. The luxury fitness chain’s tagline, “Question Everything But Yourself,” directly contrasts polished, almost mythical, AI-generated imagery with grounded scenes of physical effort. Their main message is that while idyllic images can be conjured on demand, to a degree further than the photoshop-made insecurities of a decade ago, strength and self-belief are what’s real. It’s another entry in the growing anti-AI marketing genre—but instead of just mocking the technology, Equinox uses it as a foil to reinforce what’s tangible and worth focusing on. Rolling out across OOH, digital, and social throughout January, it’s timed perfectly for resolution season. (AdAge)
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