Every once in a while, I love flipping someone the bird.
Not in a road-rage kind of way — more like a quick, sarcastic “you’ve got to be kidding me” gesture to a friend.
A wink wrapped in rebellion. Almost always followed by a laugh.
There’s something strangely satisfying about how universal it is. One finger, no explanation needed. It’s a little bit edgy, a little bit absurd — and totally human.
Related: Apple and Fitbit face new challenge in the fitness space
So when a health tech company built an entire campaign around the idea of “giving them the finger,” I had to look twice. Then I watched the ad.
The visuals are simple but striking. Real people doing real things: playing piano, hiking mountaintops, dancing tango.
They wear the brand's product proudly on their index fingers. But this isn't about gadgets or step counts. It's about something deeper.
What starts out looking like another sleek wearable ad suddenly hits you with a message that feels rare in the wellness space: a celebration of aging, intention, and showing up.
And while I’m still at the ripe age of 31, I felt this ad — in all the right ways.
Apple Watch and Fitbit rival Oura wants you to flip them off
The brand behind the message is Oura — maker of the discreet, data-rich smart ring that competes with Apple Watch and Fitbit.
Their new campaign, titled “Give Us the Finger,” is a bold play on both language and values. It nods to the ring's strategic placement on the index finger, where it captures more consistent health data.
It's also a quiet rebellion against the age-obsessed, perfection-driven culture that dominates the wellness industry.
The ad doesn’t lean on young influencers or professional athletes. Instead, it features everyday people immersed in moments of strength, skill, and focus.
Related: Oura launches genius features to take on Apple, Fitbit, and Whoop
And the campaign is narrated with intention, not to highlight hacks or high scores, but to emphasize vitality, presence, and clarity as we age.
“Give Us the Finger” becomes a rallying cry — a cheeky but earnest invitation to wear your commitment to health in a place people can see.
And just like that, the bird becomes a badge.
Oura taps into booming demand for healthy aging
Oura isn't just selling a wearable. It's trying to redefine how we talk about aging, and it could pay off big.
According to McKinsey & Company, nearly half of surveyed consumers have bought a fitness wearable, and 70% in the U.S. and UK say they’ve spent more on healthy aging over the past year.
People are investing in tools to feel better, longer. Oura is positioning itself right at the heart of that shift.
Rather than chasing trends or flashy features, the company is doubling down on purpose. With sleep, recovery, and readiness insights, Oura focuses on building long-term habits.
It’s a different pitch than Apple or Fitbit, and I am here for it.
In a crowded space filled with sameness, “Give Us the Finger” actually says something: aging isn’t something to fear, but something to wear with pride.
Related: Popular fitness tracker users angry following product launch
