- Fitness brand Oura postulates in its new brand campaign that the ultimate goal of fitness is not necessarily to become a world-class athlete, but to live a long and healthy life.
- The campaign uses the tagline, “Give Us the Finger,” as a nod to where the brand’s fitness device – a ring – is traditionally worn: on the user’s index finger. Creative showcases the finger and the ring.
- The ads feature a cast of individuals ranging in age from their 40s to their late 70s and include notables like NYC legend George Papoutsis and Argentine tango dancers Monica Romero and Omar Ocampo. They highlight moments of triumph, including a man playing a piano, a woman summiting a mountain and a chess player about to checkmate an opponent.
The spot opens with a man playing a piano in a fancy hotel lobby. As the camera zooms in on his index finger and Oura ring, the scene changes to a group of hikers climbing a mountain and then to a chess game (where a competitor can be heard saying, “Kiss my Oura ring,”). Other scenes include a woman seductively calling the camera closer in a hotel room and the aforementioned Argentinian dancers. The spot concludes with onscreen text reading, “If life is what you’re after… give us the finger.” A 15-second cut-down of the spot shows the subjects simply holding up their index fingers and rings to the camera.
“As a culture, we’ve been conditioned to try and escape the reality of aging, drawn instead to the search for eternal youth. But the truth is, aging is inevitable, and getting older is a gift. When we’re fortunate enough to do it in good health, our later years can be some of the most meaningful,” said Doug Sweeny, Oura’s chief marketing officer, in a blog post about the campaign. “In 2025, we want to empower our members to meet their health journey with fierce optimism and a clear purpose: to live longer, healthier, and more vibrantly than ever before.”
The spot will run on linear TV during a variety of programming, including the NBA Western Conference Finals and the NBA Finals. The campaign will also include out-of-home placements featuring visuals similar to the television spot in cities including Los Angeles, New York, Miami and London.
