Author

By Webb Wright | Reporter

January 5, 2023 | 3 min read

The new campaign, which aims to promote fitness as a means of boosting energy levels, pokes fun at Big Pharma and includes ‘Low E home test kits’.

Planet Fitness is offering a solution to low energy, the silent epidemic, in 2023.

In a new campaign, the fitness center chain parodies the common tropes of American prescription drug commercials to offer a solution to the fatigue and general malaise that might prevent you from participating in the hobbies and moments that add vibrant color to life. We see a series of poor souls suffering from ‘Low E‘ (a fake medical diagnosis) who are consequently struggling, for example, to blow up a balloon, join a conga line at a house party and make their own bed.

But behold! These sorry sods then join Planet Fitness and the whole vibe in the two video spots suddenly changes, just like an ad for Big Pharma that promises a better life by way of a pill. Suddenly, after hopping on a piece of exercise equipment at Planet Fitness, every character’s Low E is replaced by smiles, dancing and purposeful strides. The only thing that’s missing is the long and terrifying list of side effects snuck in at the end.

Joining Planet Fitness and getting regular exercise, the campaign’s new video spots assure us, can help you to “defeat Low E” and “find your big fitness energy.”

The new campaign – which debuted on December 31 – also includes a radio spot, an out-of-home activation in New York City and ’Low E home test kits’ designed to look like at-home Covid tests.

Image

For more, sign up for The Drum’s daily US newsletter here.

Modern Marketing Ad of the Day Brand Strategy

More from Modern Marketing

View all