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Pick of the week: Virgin Active, Karmarama

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Louise Ridley is motivated by Virgin Active’s ad: "Finally, a gym ad without beefed-up bodies or sad-looking fat people. Exercise should feel like riding through the desert in your underpants: barmy but liberating." It was created by Sam Walker and Joe de Souza, and directed by Walker through Kream.

This article was first published on campaignlive.co.uk

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