SoulCycle encourages spinners to find that elusive "it" in first campaign

The cycling business wants to help you discover your happy place, your best self or whatever "it" you seek.

Can a room full of stationary bikes be a sanctuary for those who believe they will leave physically transformed? For SoulCycle members, the answer is yes. That's the message of the company's first national advertising campaign. Created by Laird + Partners, "Find It" includes a microsite, a two-minute hero film, 30-second spots starring instructors and OOH near studio locations. Each communicates that while SoulCycle motivates each person differently, the results are the same: toned, sculpted bodies and happy, peaceful spirits—basically money well spent.