Greg Hackett’s new spot for Wattbike introduces us to a world of determined everyday athletes. Serving up a very British antidote to a category awash with pristine portrayals of home fitness, the campaign plays on the familiar struggle of juggling fitness and day-to-day life; working out after a long shift, squeezing in a session before breakfast or when the baby’s napping, and whilst borrowing an ironing board as a makeshift laptop stand. The road to fitness perfection isn’t always perfect.