US Creative Work of the Week: No one catches a break in Planet Fitness’s funny New Years-themed ad

Planet Fitness's latest ad has won US Creative Work of the Week

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.

If you’d like to vote for next week’s US Creative Work of the Week, visit our US Creative Works here. To keep up to date with all the advertising, design and creative projects from around the globe visit our Creative Works homepage.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.