Jane Fonda takes her cardio legacy into the world of virtual reality with Meta Quest

Meta’s latest campaign for its VR fitness platform, Supernatural, reimagines Fonda’s 1980s workout legacy for the Meta Quest generation, to prove that cardio can be anything but boring.

The creative, developed by NYC-based agency Mythology and directed by Jonathan Dayton and Valerie Faris, takes viewers on a journey from VHS-era sweatbands and spandex to VR-fueled fitness landscapes. At its core is a four-part VR workout series led by Fonda herself, blending boxing, flow and stretching experiences with Supernatural’s immersive technology. The series launches on December 25 on Meta Quest headsets.

“Most people, including myself, view cardio as a chore or something we have to endure,” said Sapna Champaneria Kirk, head of marketing at Supernatural, Meta. “With Jane Fonda, we’re showing that movement can actually be enjoyable.”

The campaign kicks off with a cheeky throwback to the 1980s. The ad channels Fonda’s original fitness infomercials with grainy scan lines, neon aerobics studios and New Order’s Blue Monday as the soundtrack. A cast of sweatband-wearing, mullet-sporting participants executes aerobic moves under Fonda’s leadership – each sporting a Meta Quest headset, a nod to the campaign’s modern twist.

Then, the ad shifts gears entirely, cutting to dazzling VR landscapes where users smash glowing targets on glaciers, dodge jungle obstacles and box their way through tropical paradises. The vibrant visuals underline the message: cardio can be fun, engaging and unboring.

In addition to the VR fitness series, the campaign includes a limited-edition retro apparel line, offering everything from leg warmers to sweatbands, as well as an experiential activation in Los Angeles. Slated for January, the event will transform attendees into an 80s workout studio with VR workouts led by Supernatural coaches.

The workout series itself taps into Fonda’s legacy, combining nostalgic playlists (think Madonna and Olivia Newton-John) with immersive gameplay. Highlights include a boxing session co-led by rapper Ludacris and a stretching experience set against serene landscapes such as Korea’s Gungnamji Pond.

“Jane Fonda was at the top of our list from the beginning,” added Kim Haxton, creative director at Mythology. “She is the ultimate fitness revolutionizer, and we wouldn’t dare to do it again without her.”

Meta’s collaboration with Fonda comes at a pivotal moment as VR fitness platforms aim to shed their “gaming-only” image, positioning Supernatural as a game-changer in the crowded post-holiday fitness landscape.

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