Ripped Models Taunt 'Puffy Baby Man' in a Funny Planet Fitness Ad

Gym Chain Says It Doesn't Judge

By Alexandra Jardine. Published on May 04, 2017

Editor's Pick

After puppymonkeybaby, here comes Puffy Baby Man.

Or at least, that's the cruel nickname given to an ordinary, if slightly rotund, man who opens his apartment blinds to find himself being taunted by ripped models on billboards, speaking in creepy European accents, in an ad for Planet Fitness. Even the model on the front cover of his fitness magazine gives him a hard time, too -- albeit as part of a come-on.

Luckily, there's Planet Fitness, where he can be himself and go exercise in peace. "The world judges, but we don't," says the tagline.

The spot, by Hill Holliday, was helmed by Keith Schofield at Caviar.

Rate this Ad

You must be registered to rate this ad.
Please or Register Now


May 04, 2017
Hill Holliday
Chief Creative Officer:
Lance Jensen
Planet Fitness
Creative Director:
Khari Streeter
Creative Director:
Ken Ratcliffe
Associate Creative Director:
Ramon De Los Santos
Senior Art Director:
James Barkley
Junior Designer:
Sabrina Johnson
Agency Executive Producer:
Paul Shannon
Senior Integrated Producer:
Patrick Driscoll
Assistant Integrated Producer:
Heather Hoglund
EVP, Managing Director:
Scott Rabshnuck
EVP, Group Account Director:
Steve Briggs
VP, Management Supervisor:
Courtney Holloway
Account Supervisor:
Kristina Burke
Associate Director:
Kristin Green
Chief Strategy Officer:
Lesley Bielby
Creative Planner:
Audrey Chee
Executive Vice President of Integrated Media:
David Bolger
Associate Media Director:
Victoria Belliveau
Executive Vice President:
Stacy Shepatin
Director of Integrated Investments:
Stacy Shepatin
Associate Media Director:
Michelle Gaudet
Brian Cincotta
Assistant Art Buyer:
Adam Ochab
Production Company:
Caviar Content
Executive Producer:
Jaasper Thomlinson
Keith Schofield
Damian Acevedo
Line Producer:
Adrianne McCurrach
Edit House:
Bug Editorial
Andre Betz
Music House:
Singing Serpent
Original Music:
Planet Fitness 4211 Brandon 1V
Music Producer:
Dennis Culp
Music Composer:
Brandon O'Connell
Sound Design Company:
Soundtrack Boston
Sound Engineer:
Mike Letourneau
Post Production:
Brickyard VFX
Post Producer:
Ellen Schmitt
Visual Effects Supervisor:
Sean McLean
Lead Flame:
Andrew Diefenbach
Black Math

Need a credit fix? Contact the Creativity Editors


The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.