Galaxus breaks with fitness craze in new campaign by Plan B Film
With three new video spots, Galaxus shows the gym from a different angle. Produced by Plan B Film, the campaign begins with typical fitness motivational clichés but then shifts to a humorous take on everyday reality: exhaustion, uncomfortable groans, and a breast milk shake that tastes like Brussels sprouts.
"Doubt is loud, discipline is louder". The new Galaxus moving image campaign starts with this striking message. Sweaty upper arms, dramatic images and harsh lighting call on people to be the best version of themselves. But only for a few seconds. Then Galaxus breaks with the fitness craze in a familiar manner and shows what the cult of the body and self-optimization can also be: Exhaustion, unpleasant moaning and a breast milk shake that tastes like Brussels sprouts.
The three commercials entitled "Pull-Over", "Mother's Milk" and "Noise" are set in a gym and all start in the same way. Dramatic images, harsh lighting, determined faces. A voice off-screen speaks meaningful motivational phrases. Everything points to the fact that inner pigs are about to be conquered and new best performances celebrated. But Galaxus is known to be less interested in the perfect moment than what happens in supposedly real life. So the story takes a different turn depending on the spot, which no longer has much to do with glossy fitness talk.
The new Galaxus commercials do not show the gym as a place of great transformation, but rather as what it is for many: a meeting place for resolutions, crumbling motivation and situations that one had imagined differently. Everyone wants to work on themselves somewhere between self-optimization and Instagram reality - but the path there is rarely as straightforward as the advertising promise.
The new ads can be seen from March 16, 2026 in German-speaking and French-speaking Switzerland in cinemas, on TV and web TV as well as online.
Responsible at Galaxus: Martin Walthert (Chief Marketing Officer), Flurin Spring (Creative Director), Jill Wanner (Leader Brand Communications), Eva Lipecki (Brand Management & Project Management), Cédric Feusi & Luca Giugliano (Digital Marketing & Media Planning), Martin Grande (French Transcreation) Film production: Plan B Film (production company) HC Vogel (producer), Niels Vije (producer, script & concept), Chris Niemeyer (director, script & concept), Ali Tseme (concept), Roland Schmid (camera), Lea Hättenschwiler, Viviane Rapp (set), Pascale Suter (styling), Tanja Koller (hair & make-up), Marko Strihic (editing), Patrischa Freuler (graphic animation), Simon Hardegger (grading), Jingle Jungle (sound post-production), Christoph Benz (sound design), Matthias Kräutli (music)
