To reignite the brand and inspire people to join the gym after lockdown, we launched ‘Comedy Sets’. Using Google’s advanced Director Mix technology, over 100 unique ads were dynamically composited into pre-roll videos to create customisation – and laughs – at scale. We conducted deep research on interests and trends to find the right audiences and identify popular search topics on YouTube. From ‘butter chicken’ and ‘ASMR’ to ‘ab workouts’ and ‘Jamie Oliver recipes’, we wrote jokes related to the video viewers were about to watch, then let a stand up comedian go wild on a chin up bar to bring each one to life.