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FCB Inferno Launches Campaign for Fitbit's Ionic Watch

Press Release - London, 10 October 2017

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Today, FCB Inferno launched their new campaign for Fitbit UK, showcasing the new Fitbit Ionic smart watch.

The “Still Got It” creative includes a 45 second film, focusing on the brand’s new Ionic, which Gizmodo calls “The Best Smartwatch (Fitbit has) Made,” supporting a line-up of amateur self-starters on their journey to achieving their exercise goals.

Opening with a shot of a cyclist lathering up his hairy legs with shaving foam, before moving to a triathlete squeezing into his wetsuit, a father at the start line of a Tough Mudder style event, and a runner warming up, all of our characters are real people embracing the sporting world. A series of shorter films, promoted on Facebook and Instagram, dive deeper into the psyche of these everyday athletes with witty, well-observed monologues that highlight how the Ionic is helping them prove they’ve Still Got It.

The film is set against the iconic track “Happy Birthday to You,” which came out of copyright last year and acts as a fun reminder that it’s never too late to take on a personal challenge, and that some numbers mean more than others – and age isn’t one of them. If you’re out there sweating. You’ve still got it. If your speedos still fit. You’ve still got it. Even if your speedos don’t fit but you’re going to do whatever it takes to make them fit – you’ve still got it.

Sharon Jiggins, Managing Director of FCB Inferno, said: “We wanted to challenge the unrealistic portrayals of sportsmen and women in the media, and the challenge was to do this in an inspiring way. The result is a fun, and we hope, motivating piece of work embracing athletes of all levels and abilities.”


Agency: FCB Inferno

Chief Creative Officer: Al Young

Senior Art Director: Jack Walker

Senior Copywriter: Ali Dickinson

Managing Director: Sharon Jiggins

Senior Account Director: Claire Maddocks

Senior Account Manager: Alice Poole

Senior Account Manager: Sabrina May

Chief Strategy Officer: Vicki Holgate

Senior Strategist: Laura Pirkis

Senior Strategist: Jason Edwards

Senior Producer: Kate Young

Broadcast and Content Business Affairs: Valerie Boyce

Senior Project Manager: Bridie Scriven


Production Company: Archer’s Mark

Producers: Steve Jamison and Kirsty Lane

Director: Ian Derry

Music: The Elements Music & Sound/Andy Carroll




About FCB Inferno

FCB Inferno is the London agency of global advertising network FCB. The network dates back to 1873, and now has 9000 employees in 90 countries, with 200 at FCB Inferno.

One of London’s leading advertising agencies, FCB Inferno focuses on creating “Never Finished” campaign ideas for clients that reflect a deep understanding of the brand’s past, a respect for the present and an anticipation of the future potential.

FCB Inferno’s clients sit across industry sectors and currently include the UK Government (for which they created the This Girl Can brand), BMW, NIVEA, Sky and UEFA. FCB Inferno received two Grand Prix awards at Cannes International Festival of Creativity in 2015 and 2016.

FCB Inferno has been voted the top UK agency promoting good causes in 2016 by The Good Report, ranking third overall in the list of international agencies.