Jane Fonda brings her iconic workout to Meta Quest’s Supernatural VR fitness platform

The ’80s has a different meaning for Jane Fonda these days than it did when the now-octagenarian popularized the fitness craze that dominated the era. But you’d never know it in this new brand campaign announcing her partnership with the Supernatural Virtual Reality fitness and wellness platform on Meta Quest.

The VR platform and legendary actress and activist have teamed up to release a four-part fully integrated content series on Dec. 25, with Fonda “taking her expertise from VHS to VR.” 

In Ready to Work Out, created by New York-based creative agency Mythology and directed by Jonathan Dayton and Valerie Faris of Bob Industries, Fonda dons her leotard and leg warmers once again to usher users of the VR headset into “the next fitness revolution. 

The 30-second teaser film is a pure homage to the nostalgia of the decade and its star; with its grainy retro visuals, synth-pop soundtrack, exuberant narration and even a recreation of Fonda’s own workout studio set from her classic videos. But the real magic happens when the studio workouts transition into fantastical scenarios where one fitness enthusiast is “glacier smashing” as Fonda enthusiastically coaches her to “Get it, Girl!” and another is moved to an expletive-filled reaction after doing “punches and squats in a tropical paradise.” 

“Cardio will never be boring again,” Fonda declares into the camera, before a final pan of the group getting their kicks in while wearing the gear — with the campaign admittedly “leaning into the juxtaposition of the retro aesthetic against the modern innovation of the tech,” according to Supernatural.

“Most people, including myself, view cardio as a chore or something we have to endure. At Supernatural, we know that’s not the case,” said Sapna Champaneria Kirk, head of marketing at Supernatural, Meta, in a statement. “We partnered with Jane Fonda to help people see movement as something actually enjoyable. She was the first to make at-home fitness fun, inspiring millions to embrace cardio in their living rooms. Now, she’s continuing her legacy with us to prove that with VR fitness and Supernatural working out doesn’t have to feel like work.” 

In addition to the content series, Fonda also collaborated with the company on a limited-edition apparel collection, and Supernatural will host an experiential activation in Los Angeles Jan. 10-11, where consumers can experience Fonda’s workouts in VR through Meta Quest.

The campaign launched on Dec. 20, and will run through Feb. 1 via paid media including online video, radio and social advertisements with digital extensions.