Planet Fitness: advert-top-1 by Hill Holliday
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'I just can’t see myself at Planet Fitness' opens a new TV campaign for Planet Fitness. The new campaign from Hill Holliday and Biscuit’s Aaron Stoller features a cast of personality-flawed characters staunchly declaring their opposition to Planet Fitness, while also demonstrating why the rest of us might be glad they’ll be steering clear.
The work aims to present Planet Fitness as counter-culture to the vain, judgmental and overly intense atmospheres of other gyms. For instance, 'Mirror Guy,' which first aired in April, features a shirtless and nearly inhumanly fit man admiring a reflection-of-a-reflection-of-a-reflection of himself in spin class, as he declares that, 'there just aren’t enough mirrors at Planet Fitness, and that’s why you won’t be seeing me there any time soon.'
The campaign continues with a new spot this week, 'Pullups,' that features a woman who criticizes Planet Fitness because of their 'rules against acting like you’re better than everyone else.' Her condescending rant is punctuated by impossible one-handed horizontal pullups.
Credits
Lance Jensen - Chief Creative Officer - Hill Holliday
Kevin Daley - Group Creative Director, Art - Hill Holliday
Karen Hite - Creative Director, Art - Hill Holliday
Matty Poitras - Creative Director, Copy - Hill Holliday
Bob Gates - Group Creative Director - Hill Holliday
Pete Shamon - Creative Director, Copy - Hill Holliday
Lisa Belden - Executive Integrated Producer - Hill Holliday
Scott Rabschnuk - Managing Director, Healthcare Practice - Hill Holliday
Steve Briggs - Group Account Director - Hill Holliday
Megan Delage Sullivan - Account Director - Hill Holliday
Kristina Burke - Account Supervisor - Hill Holliday
Kristen Green - Program Manager - Hill Holliday
Lesley Bielby - Chief Strategy - Hill Holliday
Audrey Chee - Planning Director - Hill Holliday
David Bolger - Integrated Media Planning - Hill Holliday
Michelle Gaudet - Associate Media Director - Hill Holliday
Lenora Cushing - Director of Broadcast Business Affairs - Hill Holliday
Holly Vega - Executive Producer - Biscuit Filmworks
Cindy Becker - Producer - Biscuit Filmworks
Cinematographer - Jo Willems - Biscuit Filmworks
Aaron Stoller - Director - Biscuit Filmworks
Erik Laroi - Editor - MackCut
Nick Divers - Editor - MackCut
Mike Letourneau - Sound Engineer - Soundtrack Boston
Ellen Schmitt - Executive Post Producer - Brickyard VFX