Massage Envy announces cinematic The Power of Pause campaign

Massage Envy, the U.S.’s most prolific provider of massage services, has announced the launch of a new creative campaign called “The Power of Pause,” which they say will help reframe self-care as a key part of an everyday wellness routine.

The new campaign launch coincides with the brand’s announcement that their franchise locations have completed more than 240 million total massage, skin care, and stretch services since first opening in 2002. This comes just three weeks after Massage Envy shared that their operators and aestheticians had crossed the 20 million skin care treatment threshold.

“For more than two decades, the Massage Envy brand has helped make self-care more accessible to millions of people who want it to be part of their routine,” said Todd Schrader, CEO of Massage Envy Franchising. “The Power of Pause builds on that foundation with a fresh creative platform for showing the meaningful role intentional self-care can play in everyday life.”

The Power of Pause uses powerful visual storytelling to illustrate ways in which the demands of modern life put stress on the mind and body and how intentional self-care provides relief.

The campaign was shot in Austin and Wimberley, Texas, and features a variety of real people – not actors – including an orchestra conductor, a chef, a furniture maker, a sonographer, a boxing coach, and a botanical studio manager. Each of their stories is told in a way that thoughtfully contrasts the strain, focus, and responsibility of daily life with the restoration and opportunity to reset that self-care treatments offer.

“This campaign is about helping people see pause as part of everyday life, not something separate from it,” said Mary Landry, Vice President of Creative Services for Massage Envy Franchising. “People are busy, and when they make time for self-care, that time has to feel worthwhile — whether that value comes from how they feel when they walk out, the relationships they build with their service providers, or the routine they create over time.”