EA Sports “I’m Active” Campaign

With the launch of EA SPORTS Active for the Wii coming up this week (May 19 in North America), EA SPORTS recently launched their first fitness product ad campaign specifically targeting women.

The “I’m Active” marketing campaign debuted this past week with a national TV commercial. The campaign also includes print ads in magazines such as InStyle, Shape, People and Family Circle. Digital banner ads will highlight the customization of the game, while video workouts will be showcased on YouTube, iVillage, CafeMom and Divine Caroline.

Image: EA Sports Active

“In developing this campaign, we found that despite a desire to get in shape, female Wii owners have a tendency to put themselves and their fitness goals at the bottom of their ‘To Do’ list,” said Cricket Wardein, SVP, account director at Draftfcb San Francisco. “This campaign speaks to all women, reminding every one of us that fitness is an important aspect of overall well being.”

EA SPORTS Active is the first in a line of virtual fitness products aimed to inspire and enable the training, performance and well-being of people of all ages and fitness levels.

Here’s the TV spot, plus a trailer for EA SPORTS Active and information about the EA Sports Active Challenge.