Planet Fitness: Hot

Advertising Agency: Red Tettemer + Partners, USA
Chief Creative Officer: Steve Red
Executive Creative Director: Steve O'Connell
Creative Directors: Bryon Lomas, Todd Taylor, Joey Crawford
Associate Creative Director: Clarence Bradley
Art Directors: Bryon Lomas, Todd Taylor
Copywriters: Joey Crawford, Clarence Bradley
Producer: Joe Mosca
Account Executives: Perry Morris, Elizabeth Latham
Production Company: Biscuit Filmworks
Director: Mike Maguire
Director of Photography: Neil Shapiro
Executive producer: Colleen O'Donnell
Line Producer: Scott Kaplan
Editing House: Red Tettemer + Partners
Editor: Vic Carreno
Producer: Joe Mosca
Colorist: Janet Falcon / Shooters Post, Transfer
Audio Engineer: Bob Schachner / Shooters Post, Transfer
Music House: Milkboy Recording
Composer: Tommy Joyner
Producer: Cody Cichowski

January 2013


tazyboy's picture
777 pencils

nice and strong concept.

aeroxy's picture
89 pencils

I like the tall one.

Spanky's picture
4899 pencils

The tagline is really close to HBO's.

Klara K.'s picture
Klara K.
3343 pencils

Yes, you are. You are a gym. Pleasant and welcoming gym, might be. The USP could be formulated better. But that's a marketing issue not advertising one.

feysal's picture
2561 pencils


groovy baby!

philippertl's picture
656 pencils

I was always wondering if this kind of positioning worked. Don't people who join think they are joining an ugly people's gym? Isn't part of going to the gym seeing hot people?

CommandZ's picture
2498 pencils

From my POV that would be a no. I could care less. I go to get in a solid work out, but you end up having to work around all the posing and preening types. And they ultimately slow you down because they're taking their time, lollygagging around, especially when you're doing circuit training. The guys are worse than the girls.

This positioning seems weak because no matter what, this happens at all of the health clubs/gyms etc. But I think I need to watch this spot several more times just to be sure.

Spanky's picture
4899 pencils

People go there because it's only $10 a month. Not because it's not a real gym. As far as gyms go, they kind of suck. Not many free weights. So they don't get serious body builders by default.

DavidShao's picture
42 pencils

Their not a real gym, their planet fitness. I believe the ad targets females as well and females usually do not do free weights: mostly cardio.

Kikin's picture
210 pencils

Insight detected.

Think. Then think again.

kleenex's picture
41064 pencils

This ad is hot, the other one is not.

VampAd's picture
1151 pencils

I laugh. Both of them.

Jackbr's picture
1496 pencils

Power concept


ankitadv's picture
818 pencils

so good hot

R U serious's picture
R U serious
416 pencils

Right... who would want to work out in a gym packed with slutty hot chicks? ... I mean... other than EVERY BODY! UUUHUUUUU!!!!

Say my name, say my name...

whcgonzo's picture
76 pencils

Is this ad supposed to make me want to go to a lunk-filled gym to study lunks in the natural environment? Because it does that.

goldi's picture
343 pencils

could be better..

paintpops's picture
207 pencils

just because it's called "planet fitness" doesn't make it different from any other gym

brincat's picture
4 pencils

It's a matter of fact that everybody feels uncomfortable when starts to go to the gym.
For me the insight is very clear. The spot is naturally hyperbolic. But the message is absolutly direct: 10$ to get better without feeling uncomfortable.

Lisbon freak's picture
Lisbon freak
492 pencils

Thumbs up.

advertising-ads's picture
6 pencils

good workout

MJones675's picture
16 pencils

I'm not in their target audience but I still approve of the ad =]

Martin777's picture
365 pencils


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