Nestle''s Contrex Campaign Reminded People That Working Out Can Be Sexy

26 May, 2021 (Wednesday)

In 2011, Nestle's Conrex surprised everyone with its campaign on how working out doesn't have to be drab. The campaign was made by Marcel ad agency, located in Paris, for Nestle's Contrex Mineral Water. The water from which Contrexville is located in France is highly mineralised and utilises the phrase "My slimming partner," to describe the motorcycle.

The commercial depicts a range of rose training bikes positioned on a magnificent European square. Curious women decide to go for a ride on their bikes. As they cycle, a neon man of bigger life begins to pull out. The quicker the pedal, the faster he disrobes. They finish when he is about to lose his underwear, a card appears placed over his intimate part of the body telling the women they have just burned 2000 calories to the song of Coment Te Dire Adieu, by famous French singer Françoise Hardy, which expresses how hard it is to say goodbye. The ladies then take a sip from the Contrex bottles.

The whole production is clearly computer-generated and garnered millions of views, making it one of the most popular campaigns of 2011.