Crazy dancing at a wedding. A strenuous exercise class. Watching TV with really bad posture, or flying in a middle seat. They're all reasons you might need a massage, as this spot for treatments chain Massage Envy humorously points out.
The campaign, by Venables Bell & Partners, aims to reinforce the idea that massages aren't a luxury or a special treat, but something your body needs on a regular basis. As well as the spot, online ads and social posts will follow the same theme and will be timed according to triggers like April tax season and December holiday decorating.
For the first few days of the campaign, Massage Envy also encouraged consumers to share their everyday hassles on social media using the hashtag #becausemoment, with the chance to win a personalized prize.