Planet Fitness - "Battle Gym"

Red Tettemer O’Connell + Partners

Red Tettemer O’Connell + Partners Philadelphia, United States

8155

Brand: Planet Fitness
Country: United States

Advertiser: Planet Fitness

Title	Battle Gym
Agency	Red Tettemer O’Connell + Partners
Campaign	Gymtimidation
Advertiser	Planet Fitness
Brand	Planet Fitness
Date of First Broadcast/Publication	2015 / 11
Business Sector	Sports & Health Clubs, Gyms, Spas, Diet Clinics
Story	Red Tettemer O'Connell + Partners (RTO+P) has created a new campaign for fitness center franchise Planet Fitness with a spot that will be featured in National CineMedia and Screenvision movie theaters airing before the trailers of all PG-13 rated movies starting November 20. The centerpiece of the campaign builds on the agency’s ongoing series depicting “Gymtimidation” in other gyms with an epic 90-second commercial, titled “Battle Gym.” The spot nods to a specific holiday blockbuster where we open on a stark gym setting with a pale-faced announcer declaring over loudspeakers; “Attention members, the reckoning has begun!” The gym-goer suddenly finds herself going head-to-head with a hardcore Lunk named Demitri in the ultimate gym battle. The goal of the campaign is to raise awareness of Planet Fitness’ Judgement Free Zone® which is a refuge to “Gymtimidating” behavior often found in other gyms. In addition to the :90 spot, RTO+P created a :10 teaser spot, in-lobby digital screens, and a Shazam integration. Steve Red, president & chief creative officer at RTO+P, said “Given the cinema setting for this piece we grabbed the chance to take the drama up several notches for this chapter of Planet Fitness’s never-ending battle against Gymtimidation.” “In our advertising, we continue to portray how many people feel intimidated and uncomfortable when they walk into a typical gym, and how you won’t find that at Planet Fitness,” Jamie Medeiros, Vice President of Marketing at Planet Fitness added. “In the Battle Gym spot, we took it to another level and created an epic long form spot for the big screen that really emphasizes this in a larger than life way.”
Media Type	Cinema
Length	90 seconds
Chief Creative Officer	Steve Red
Executive Creative Director	Steve O'Connell
Creative Director	Ari Garber
Associate Creative Director	Mark Garman
Art Director	Jeremy Gilberto
Copywriter	Jordan Breindel
Producer	Joe Mosca
Social Strategy	Jenny Marder
Digital Strategy	Uri Weingarten
Account Executive	Jamie Thomas
Account Executive	Chelsea Dubin