Happily Ever?

So, after Dianna talked about the Happily Ever campaign for Equinox fitness club, I was curious to see if it was Fallon's work. I actually saw the same ad that she did (right) and thought it was terrible. I've been reading more about the collaborators and the pitch. I want to be careful in critiquing anything on my meager ad education, but I think this campaign is a miss.

Fallon worked with fashion photographer Ellen von Unwerth to create an edgy campaign for an equally edgy gym. I just don't see how anyone will look at the ad and equate it with fitness.