This musical ad for active wear brand Kari Traa - inspired by the Norwegian Olympic ski champion of the same name - is an extremely impressive film which manages to be both silly and heartening. We see a woman finishing a neon-lit jog before returning to her locker room... and then the music kicks in.
As the Eurythmics declare that 'sisters are doing it for themselves', the room erupts into an impressive, light-hearted dance sequence. Choreographer Toniah Pedersen deserves recognition for pitching things perfectly, displaying a range of skills and making it feel like each woman has her own distinct personality without saying a word.
This film is diversity done right: inclusive, celebratory, and allowing the whole experience to be fun rather than an exercise in box-checking. It's a bold move too - for all their gestures towards being more diverse, we can't imagine any of the big names in active wear featuring a chubby, butch, or impressively muscled woman in their ads... let alone show them forming a human pyramid powered by, ahem, natural gas.
Director Martin Werner is known for his narrative ads, creating poignant work for the likes of IKEA and Interflora, which makes this delirious set piece all the more interesting. It's a great piece of work which stands up to repeated watching, and boldly embodies the 'Celebrate Yourself' strapline to the max. We hope there's more where this came from.