80s-inspired coaches are once again the stars in follow-up spots to the "Mr. and Miss WOW" taxi exercise campaign, out of Shanghai-based Touchmedia. Earlier this summer, the effort had the Chinese internet abuzz with its outrageous star, who, Ad Age reported, "looks like a graduate of the Tammy Faye Messner school of cosmetology: magenta lipstick and matching hairband, comically arched eyebrows and high pigtails, which stand in contrast to her buff physique."
The public service campaign aims to promote physical fitness among white collar workers, and was created in association with China's General Administration of Sport. Commercial partners include fitness-equipment makers Life Fitness and Power Plate as well as vitamin company Centrum.
Commercial partner Centrum takes a more visible role in the latest version of the public service campaign, with the spandex-clad coaches downing vitamins before starting their routines.