Creativity

You won't meet these obnoxious gymgoers at Planet Fitness

Funny ads from Hill Holliday continue positioning as the nonjudgmental fitness chain

By Alexandra Jardine. Published on Jul 13, 2018

Editor's Pick

Planet Fitness continues to position itself as the gym that doesn't judge in a pair of new comedic ads featuring the kinds of people you'd rather avoid while working out.

In one spot, we meet a woman doing impossible horizontal pullups and taking selfies, who says she's heard that at Planet Fitness, they "have rules against acting like you're better than everyone else." What's the point, she wonders, when you really are better than everyone else?

Another ad introduces us to "Mirror Guy" -- who wouldn't go to Planet Fitness because there aren't enough mirrors to look at himself in.

Planet Fitness's response to those gym-goers? Good. (In other words, it's the gym where you don't meet assholes.)

The ads were created out of Hill Holiday and directed by Biscuit's Aaron Stoller.

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Credits

Date
Jul 13, 2018
Client:
Planet Fitness
Agency:
Hill Holliday
COR, Chief Creative Officer:
Lance Jensen
SVP, Group Creative Director:
Kevin Daley
SVP, Group Creative Director:
Karen Hite
VP, Creative Director:
Matty Poitras
SVP, Creative Director:
Bob Gates
VP, Creative Director:
Pete Shamon
VP, Executive Integrated Producer:
Lisa Belden
Assistant Producer:
Dan Yurko
COR, Managing Director:
Scott Rabshnuk
EVP, Group Account Director:
Steve Briggs
SVP, Account Director:
Megan Delage Sullivan
Account Supervisor:
Kristina Burke
Associate Director, Program Manager:
Kristin Green
COR, Chief Strategy Officer:
Lesley Bielby
VP, Planning Director:
Audrey Chee
EVP, Integrated Media Planning:
David Bolger
Associate Media Director:
Victoria Bellieveau
Senior Media Planner:
Alexandra Bartholomew
VP, Associate Media Director-National Investments:
Michelle Gaudet
Buyer-National Video Investments:
Adam Ochab
Assistant Buyer-National Media Investments:
Brian Meyers
SVP, Director of Broadcast Business Affairs:
Lenora Cushing
Business Affairs Manager:
Caitlin Clifford
Production Company:
Biscuit Filmworks
Executive Producer:
Holly Vega
Producer:
Cindy Becker
Director:
Aaron Stoller
Cinematographer:
Jo Willems
Line Producer:
Cindy Becker
Gafer:
Walter Bithel
Key Grip:
Geoff Knoller
Edit House:
MackCut
Editor:
Erik Laroi
Editor:
Nick Divers
Music House:
South Music
Music Producer:
Ailbhe Fitzpatrick
Sound Design Company:
Soundtrack
Sound Engineer:
Mike Letourneau
Post Production:
Brickyard VFX
Executive Post Producer:
Ellen Schmitt
Post Producer:
Ellen Schmitt
VFX Company:
Brickyard VFX
Senior Vice-President, Marketing:
Jessica Correa
Vice-President of National Marketing:
Jamie A Medeiros
Director of National Brand & Creative:
Carrie Anderson
Sr. Manager, Digital Marketing:
Jenna Reynolds

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