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Meta Quest has teamed up with legendary fitness figure Jane Fonda for a fun new holiday campaign.
Made together with New York-based advertising agency Mythology, the new initiative aims to promote Fonda's program in collaboration with the Supernatural VR fitness app accessible through Meta's headset.
In a short spot, Fonda is seen in her iconic sweatbands, striped leotards, and leg warmers, teasing the collab set to drop on Christmas Day.
Nostalgic and retro, the efforts serve as both a blast from the past and a look into the future — with Meta Quest 3's Supernatural VR pioneering this new era of fitness.
Meta Supernatural Head of Marketing Sapna Champaneria Kirk shared her thoughts on the campaign, saying that most people like herself view cardio "as a chore or something we have to endure."
"With Jane Fonda, we’re showing that movement can actually be enjoyable," she added.
Apart from Fonda, Meta has also tapped American rapper Ludacris to take part in the monumental collaboration, as he is seen doing the workouts alongside the fitness icon.
"Growing up, I’d watch my mother sweat it out to Jane Fonda's iconic VHS workout tapes. Now, I’m beyond honored to collaborate with the fitness icon herself in an all new workout series for @getsupernatural on @metaquest," he wrote in an Instagram post.
By teaming up with these two stars, the tech giant introduces a new generation to the fun and exciting ways they can spice up their cardio workouts.
Collaborations like this reflect the kind of creative approaches often seen in leading advertising agencies like Mythology.
It is a sound brand marketing strategy that pushes the Quest headset as the ultimate workout partner, as well as an enjoyable gift in time for the holidays.
The Past and Present of Fitness
Directed by Jonathan Dayton and Valerie Faris from Bob Industries, the short advert kickstarts with Fonda hitting play on her radio box, as retro music starts to play.
"She's a fitness icon who changed the cardio game forever. Now, she's back to do it again, and you'll never guess who it is," the narrator says, as viewers get shots of Fonda getting ready for a fun-filled workout.
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In an exciting reveal, the star removes her Quest headset and says her iconic line: "It's Fonda, b*tch!"
An '80s beat akin to those used in Fonda's workouts close the spot, alongside text that says: "Fonda x Supernatural."
Previously, Meta's Supernatural and Mythology teamed up with Paris Hilton to rebrand the fitness platform with the "Guest DJ" series.
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