Planet Fitness: Pullups by Hill Holliday

Date: Jul 2018
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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.


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

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