Planet Fitness has launched a new campaign via Engine taking aim at gym culture that can make people feel they’re not fit enough to join in the first place.
The mirrors. The protein-fuelled grunting. The activewear fashion show. The feeling that everyone else already knows what they’re doing.
For Planet Fitness, home of the Judgement Free Zone, it’s an opportunity to offer an alternative: a gym for the rest of us.
The campaign launches with two films. ‘Bunny Babe’ stars the fitness influencer type, complete with pink activewear, ring lights and a personal program sales pitch. ‘Lunks’ follows two blokes lifting with a level of commitment usually reserved for childbirth.
Both make a good case to try a gym with no critics and no judgement. And 9 further social reels keep the conversation going in social.
Building on Planet Fitness’ famous work from the States, Engine uses highly exaggerated gym scenes and a distinctly Australian sense of humour to make the difference between Planet Fitness and conventional gym culture unmistakable.
“There’s no shortage of gym ads telling you to push harder, go further and unleash something,” said Mike Fritz, creative director at Engine. “We just wanted to make people smile and let them know there’s a place where they can do their thing, without the theatrics.”
The comedy extends to a brand new acapella sting and a tuba bassline giving the campaign a warm, retro, slightly vaudevillian sign-off. The audio equivalent of a wink.
Tim Weger, managing director of Engine, said: “If the gym feels like a club you’re not fit enough to join, you don’t join. We wanted people who feel that way to recognise their experience in the campaign and see that Planet Fitness understands them. The humour gets their attention, but the invitation is sincere: you can walk through the door and feel welcome, whatever your starting point.”
George Andreolas, head of marketing at Planet Fitness Australia, adds “Our ambition is to change the way Australians think and feel about going to the gym, breaking down the barriers that stop people from taking that first step towards a healthier lifestyle. Engine Group and Tusk have delivered a campaign that captures exactly what we set out to achieve, combining clever creative and relatable humour with a powerful message that fitness should be accessible, enjoyable and something every Australian feels they can be part of.”
The integrated national campaign launches this week across TV, BVOD, digital, social, OOH and radio.
CREDITS
CLIENT: Planet Fitness Australia
Managing Director: Danielle Monroy
Head of Marketing: George Andreolas
Senior Marketing Manager: Kathryn Hopwood
CREATIVE AGENCY: Engine Group
Creative Director: Mike Fritz
Managing Director: Tim Weger
Senior Creative: Joe Hawkins
General Manager: Franc Hafner
PRODUCTION COMPANY: Tusk
Director: Luc Fern
Producer: Dana White
DOP: Liam Lafferty
Gaffer: Matt Cox
Best Boy: Jason Vanstone
Sound Recordist: Tristan Atkins
Art Director: Marnie Pankowski
Hair & Makeup Artist: Linda Jordan
Runner: Caroline Reeler
Grade: Marcus Friedlander
