Grunts and heavy breathing: Pure's soundtrack of exertion

The video above is full of sweaty people making all sorts of sounds and contorted faces while engaged in strenuous physical activity—but it's totally SFW. Pure Group, which operates yoga and fitness studios, is running the campaign in Hong Kong, Singapore, Shanghai and Taipei. The company's in-house marketing and design teams conceived of the campaign, which includes films directed by Ezra Emmerson of Igloo Media and photography by Gareth Brown of Blow Up Studios. The media plan includes cinema, print, social, outdoor and digital.

Gary Wise, regional marketing director, the Pure Group:

With ‘This is Pure’ we’ve tried to capture the emotion that many people feel when they come to Pure. For Yoga it’s the deep breath of Ahhh during and after a great class. For Fitness it’s the passionate Grrr of raw energy during a workout.

The people in the campaign are Pure instructors and trainers. In conjunction with the campaign, the company is running a 'share to win' promotion, with a prize of a one-year pass, plus a 'scholarship' programme, where one student each in Hong Kong, Singapore and Taiwan can win a cash prize for a photo of a 'Grrr' or 'Ahhh' moment.

Ad Nut doesn't need a gym membership or yoga classes; Ad Nut gets enough exercise climbing trees and avoiding predators.