Les Mills New Zealand pushes for imperfection in latest brand campaign via Motion Sickness

Les Mills New Zealand, a pioneer in fitness with over 50 years of expertise, is challenging the traditional fitness narrative with its new brand platform and campaign, “Be Imperfect.” In collaboration with creative agency Motion Sickness, the campaign strips away the glossy facade of gym perfection, embracing the missteps, dripping sweat, and grit that come with every fitness journey.

The hero film, shot by Australian director Tom Campbell, begins with a familiar voice, narrated by musician Tom Scott, reminding us of the doubts we all face—telling us we’re not strong enough or ready enough. However, this voice is soon drowned out by a more compelling one, Les Mills. Les Mills reassures us that it’s okay to stumble, that every mistake is a medal in the trophy cabinet of success. The inner critic that expects you to be perfect is what holds us back – but you don’t need to listen to it.

Research revealed that for many Kiwis, fear of judgment is a significant barrier to going to the gym—even if that judgment isn’t as real as we think it is. “Be Imperfect” directly addresses this anxiety, celebrating the confidence gained through action. The act of moving, of doing, becomes the antidote to doubt—inviting everyone to see Les Mills as a playground of fitness, where every day can be a first day, and being a beginner is celebrated.

Says Rosie Rissetto, head of marketing and sales, Les Mills New Zealand: “At Les Mills, we know how life changing exercise can be and that some days are better than others. Be Imperfect takes the pressure off and highlights imperfection as a natural part of the fitness journey. Our clubs foster an environment where people can get out of their head and into the moment, where anyone can enjoy fitness without any expectations, limitations or pressure. Be Imperfect celebrates this.”

Les Mills New Zealand’s new path was born from the self-doubt many of us experience internally.

Says Hilary Ngan Kee, head of strategy at Motion Sickness: “We’ve all got it—that little voice in the back of our heads telling us we’re not good enough. The critic that says you’re not doing it right or that you won’t fit in. That annoying little commentator that gets in the way of trying something new. Les Mills is the other voice—the one that tells you to raise the bar, even if it doesn’t have any weight on it. This new brand platform is about confidence and giving you the tools to be self-assured, live in the moment, and run your own race, free from judgement. That is where the new direction of Les Mills, and ‘Be Imperfect’, lies.”

Motion Sickness made the decision not to cast actors—featuring real Les Mills members instead, each of whom brought their own unique stories of challenge and triumph. Les Mills will be working with Motion Sickness in the coming months to activate the ‘Be Imperfect’ platform throughout the business and brand in new ways, big and small.

Says Rissetto: “Motion Sickness has brought a unique blend of strategic thinking and creative edge tapping into cultural insights which has helped us break new ground for the brand and the category at large. We are acutely aware that a brand platform is so much more than sixty second ad and are excited about the creative stretch that lies in the Be Imperfect platform and its potential to resonate with new segments of the market.”

The sixty second ad launched Sunday online gaining over 130,000 organic views and over 1000 shares in the first 24 hours. The campaign now rolls out this week across TV, out-of-home, SVOD, and integrated digital channels. The campaign is also supported by broader social content that unpacks the Imperfect platform through the unfiltered voices of more Les Mills members. The campaign runs nationwide from October 6th.

Client: Les Mills New Zealand – Brett Sutton, Rosie Rissetto-Spiers, Julia Minnaar

Media: PHD

Agency: Motion Sickness
Executive Creative Director: Sam Stuchbury
General Manager: Alex McManus
Creative Director: Jordan Stent
Senior Creative: Will Macdonald
Creative: Freddy Riddiford
Creative: Jolin Lee
Head of Strategy: Hilary Ngan Kee
Head of Production: Joseph McAlpine
Producer: Andy Mauger
Senior Designer: Patrick Hickley
Account Directors: Priya Marshall, Matthew Campher

Production: Good Oil
Director: Tom Campbell
Cinematographer: Max Walter
Executive Producer: Andrew McLean
Producer: Anna Stuart
Offline Editor: Simon Price
Online Editor: Stu Bedford
Colourist: Fergus Rotherham
Photographer: Chris Gurney
Music & Sound: CAY Works
Voice Talent: Tom Scott