Planet Fitness prides itself on being the antidote to over the top studios like SoulCycle and CrossFit. As a “judgment free zone,” the gym chain doesn’t care if you’ve never turned on a treadmill in your life – in fact, its marketing efforts to date have been targeted towards people who are likely to avoid gyms because of the meathead crowds they tend to attract.
In its latest campaign, the brand has brought its judgment-free ethos to life via a New Years-themed spot that "counts down" to the New Year with nine humorous vignettes that show different people who've found themselves on the receiving end of judgment.
While some of the vignettes are classically slapstick, like the newborn baby who slaps his father in the face, others are a bit cleverer. For example, one woman gives an exasperated look to the camera when a pet shop kitten changes his “For Sale” sign to “Not For Sale” after she expresses interest in buying him. The spot ends with Planet Fitness’s simple message: “The world judges. We Don’t.”
Created by Hill Holliday, the ad has been voted by readers as US Creative Work of the Week.
Planet Fitness: The World Judges, We Don't by Hill HollidayAdded 10 January 2017
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