A new advertisement for the high-end gym Equinox shows a woman breastfeeding twins in public with the caption “Commit to Something” scrawled across the center of the image. The striking photo shows model Lydia Hearst in full makeup, sparkly jewelry, and a gown, ostensibly at a restaurant, while breastfeeding the infants. It’s part of the gym’s new campaign, launched strategically at the beginning of the new year, that focuses on committing to different ideas and ideals. Other ads in the campaign show a male cheerleader and an activist fighting for a cause, all shot by photographer Steven Klein.
“Equinox is about commitment – we are obsessed with it, and we challenge our members to know who they are and what they want,” Carlos Becil, Equinox Chief Marketing Officer, said in a press release. “The concept of commitment is bold, incredibly powerful, and it’s real, especially in a world today where commitment is lacking.”
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