EoS Shapes Up With Odd Blue Mascot

He's lovable maybe?

If a bouncy blue mascot with no ears or eyes doesn’t inspire you to hit the gym, nothing will.

The dude in question—named Will Power—seems kind of sweet (and fiercely determined!) in his intro from EoS Fitness and the Riester agency:

Maybe Gumby can spot for him later.

“Will is proof that along with daily unexpected challenges, every workout is not going to be perfect, and fitness is different for everyone,” says EoS CMO Shilpi Sullivan. “The playfulness of this campaign encourages members to give themselves the freedom to explore, experiment and celebrate every effort they make because showing up is always an achievement worth being proud of.”

For this chain with 125 locations (mainly in California and Texas), the work represents a clear effort to defy category conventions.

Sullivan believes the approach can help set EoS apart, with Will as the azure embodiment of the brand’s “supportive and fun atmosphere.”

The work will run mainly across social and digital channels.