Ad campaigns are about the big idea
An ad campaign is an idea, or strategy behind the concept of an ad. When done properly, it can iterate itself in multiple forms, on multiple mediums. This is example of an ad campaign based on a central idea: that Gold's Gym is about bodybuilding, and you can save the pilates classes for those other gyms.
Gold's gym does weights. That's all.
Creative Brief: Gold's Gym wanted to separate itself from its competitors by targeting their core clientele: body builders.
Strategy: Took a light, Mayweather type of jab at other gyms that offer trend-based classes while Gold's Gym is the place to go to get those gains. Nothing wrong with a little humor and sarcasm, right?