Peloton is launching its North American holiday campaign with a callout for people to work out any way they please.

In “Work Out Your Way,” Peloton instructors Alex Toussaint and Kendall Toole set the scene for an epic workout experience. The 60-second hero spot then highlights different workouts, demographics and settings; one user even munches on potato chips during his workout.

The creative, the fitness brand says, was intentional in demonstrating the real, raw nature of the brand and its offerings to a community of members of all ages, fitness levels and walks of life.

“We wanted to take a different approach with our holiday campaign this year and celebrate the joy of movement,” says Oli Snoddy, Peloton’s VP of consumer marketing. “In the spot, we see people immersing themselves in their workout, letting loose and moving in a way that suits their life. We know, at this time of year, fitness needs to be convenient for whenever and however people find time to workout, and ultimately wanted to remind people to just have a bit of fun, doing whatever they feel like works for them.”

The creative again highlights the versatility of the workouts and continues to to show how Peloton is for anyone, anytime, anywhere.

In terms of strategy, Snoddy says the brand created the holiday campaign for the North American market based on what it felt would resonate with both American and Canadian audiences.

“A core component of the ‘anyone, anytime, anywhere’ positioning is making sure everyone can see themselves reflected in our brand,” he says. “Canada is a very diverse nation so we need all types of people and experiences reflected in our creative in order for it to resonate.”

Snoddy adds that the holiday season is an important time for Peloton, with its Black Friday and Cyber Monday offers.

“We have increased our spend behind our top-performing channels, including streaming audio, podcast and digital, compared to last holiday season,” he says. “We continue to evaluate and evolve our placements based on market insights and performance.”

Both podcasts and OTT are new channels for Peloton in Canada this year, and the brand has been working with the Canadian team at Horizon Media to evaluate its performance in the market. Podcasts, he says, have been a highly impactful and efficient channel for Peloton in Canada.

The 60-second spot will live on Peloton’s YouTube channel at launch to provide a full storytelling experience. There will also be 30-second and 15-second versions of the TVC that will be broadcast nationally in the U.S. and Canada, supported by OTT, paid social, streaming audio and OLV. The campaign was produced in partnership with creative agency Stink Studios.

In September, Peloton and Lululemon announced a five-year strategic global partnership that will see Peloton as the exclusive digital fitness content provider for Lululemon, and the Vancouver brand as the primary athletic apparel partner to Peloton.