Health IT

Fitbit’s Super Bowl commercial for smartwatch reflects ambition for diverse user base

Fitbit's ad illustrates the need for wearables companies to demonstrate their products appeal to a wide variety of lifestyles beyond tech geeks.

Fitbit made a showing for wearables among Super Bowl 50 commercials.  The ad for its smartwatch Fitbit Blaze, a product unveiled at the Consumer Electronics Show last month, sought to emphasize not only that its users have a life beyond the gym but they also represent different interests and lifestyles. Helped by Screamin’ Jay Hawkins’ Little Demon for its soundtrack, the subtext was pretty much Fitbit: it’s not just for tech geeks.

Instead of capturing action shots of characters jogging around, it made seamless contrasts between each of the characters from their frenetic, workaday world and lifestyles and their fitness activities. Instead of focusing on running, the characters lifted weights, played basketball, and took part in a martial arts class.

Blaze, Fitbit’s response to Apple Watch, offers users onscreen workouts as well as sleep tracking, call and music management.

The audience diversity question is an important one for wearables companies like Fitbit to address. They are under pressure to expand their customer base in the face of lots of competition and lots of noise in the digital health subsector in general. Although Fitbit has a lot of brand recognition.

https://www.youtube.com/watch?v=A23EirDEhHw

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