Equinox Made me do it billboards...

If you join an Equinox gym, you may have to be prepared to take the plunge into a freezing ice bath or run naked down a dirt trail at night, or at least that's what the upscale fitness club's latest ad campaign suggests.

To take advantage of everyone's New Year resolution to get fit, lose weight, or at least go to a gym, Wieden + Kennedy New York produced these 'Equinox Made me do it' billboards, which were shot by photographer Robert Wyatt.

Equinox's ad campaigns are often provocative and filled with scantily-clad hot young things, but at least time this time rather than just posing and trying to look sexy, they are doing something vaguely sporty like running (albeit in the nude), or taking an ice bath after a rigorous workout, bike ride or marathon.

There's no doubt these risqué billboards are eye-catching, and the ice bath creative was first spied along L.A.'s Sunset Strip on February 2, whilst the naked nighttime running billboard was snapped further east along Sunset Boulevard on March 3, 2014.

Equinox may want you to think it's not just about fitness, but more about a way of life, but as anyone who's ever been to one of their locations will testify, if you're not that toned or attractive before you step through the doors, it's the working out, sweating and body transformation that may actually give you the confidence to be a bit more carefree and feel like you belong at their trendy gyms.

The cheeky feel of these aspirational ads also remind Daily Billboard of the Just the right amount of wrong ad campaign for the Cosmopolitan Hotel in Las Vegas, which also had that irreverent sensibility.

UPDATED: Here's another creative in Equinox's new ad campaign, this one spied along Santa Monica Boulevard in West L.A. on April 1, 2014.

Daily Billboard is quite sure what hiding in car trunks has to do with gyms or getting fit, but maybe these guys really like yoga and it makes them super-flexible or something.

UPDATED: Obviously Equinox have some money to spend this year as this is the most noticeable out-of-home campaign Daily Billboard has seen for the gym in the last six years at least.

Following on from the other billboards this giant-sized 'black eye' ad creative has appeared on the side of the Mondrian Hotel in West Hollywood, just further east from their flagship location along the Sunset Strip.

This super-sized wallscape snapped on April 7, 2014 certainly stands out along Sunset Boulevard, making the most of the recent demolition of surrounding buildings to catch passersby eyes.

This guy either likes to box to keep fit, or is a bit of a troublemaker who likes to get into fights. The question is, if it's the latter, do you really want a gym full of those kinds of jerks.

UPDATED: In addition here's a landscape version of the car trunk billboard creative, this time snapped along Sunset Boulevard at Fairfax Avenue on April 21, 2014.

UPDATED: Equinox is back in the skies of L.A. in a big way this year, showing their support for the transgender community with this fitness fashionista billboard.

This super-sized stylish billboard was spied on the side of the Andaz Hotel in West Hollywood, not that far from the Equinox flagship gym on Sunset Plaza on February 23, 2015.

And here's another sexy paintball creative snapped high over Hollywood & Highland on March 17, 2015.

Plus going to Equinox has made this woman buzz her head, liberation or lice? You decide. This billboard was snapped along Santa Monica Boulevard in West L.A. on April 2, 2015.