William Shatner and Jane Krakowski Get That Feel Good Feeling with Planet Fitness
Publicis New York and Le Truc have developed new work for Planet Fitness, which launched on New Year’s Eve. This marks its first creative effort for the brand since Publicis Groupe’s bespoke Team Lift was named AOR in September.
The new spot for Planet Fitness, titled ‘Feel Fitacular,’ speaks to the transformative power and emotional benefits of working out in a playful, judgement-free way that sets Planet Fitness apart from body-conscious, weight-focused competitors. Obviously, the past two years have taken a significant mental and emotional toll on many of us and obesity rates have skyrocketed, so Publicis wanted to encourage the 80% of Americans who don’t currently belong to a gym to overcome ‘gymtimidation’ and spotlight the post-workout high in a light-hearted way.
Throughout the spot, a fun and unexpected mix of celebrity cameos help bring the various health benefits and Planet Fitness’s Judgement-Free Zone to life. The legendary Captain Kirk himself, William Shatner (‘Star Trek’), Basketball Hall of Fame and three-time NBA championship winner Dennis Rodman, and several recognisable personalities such as Tik Tok’s Angry Reaction guy, Emmy and Golden Globe nominee Jane Krakowski (‘Dickinson,’ ‘30 Rock,’ ‘Unbreakable Kimmy Schmidt,’) and actor Jeff Meacham (‘Black-ish’) all share their reactions to that feel good, endorphin-boosting, post workout high that you can only get at Planet Fitness.
Jeremy Tucker, chief marketing officer, Planet Fitness: “Since March 2020, the obesity rate in the US has skyrocketed. On average, US adults have gained 29lbs. What’s even worse is the staggering mental and emotional toll the pandemic has taken on all of us – but exercise is one of the most powerful antidotes to our current health crisis. With that said, fitness can be really intimidating, especially for those just getting started. As a brand, Planet Fitness’ mission is to inspire the 80% of Americans who don’t currently belong to a gym, to get off the couch, and prioritize their physical and mental health. This new work features an unexpected mix of celebrity cameos (that speak to our wide consumer base, from Boomers all the way to Gen Z), to help break through and bring the many health benefits of fitness to life for everyone. It spotlights Planet Fitness’ affordable, judgement-free environment and focuses on the lighter, brighter, feel-good feeling you get after a great workout, and that post-workout high, in a fun, memorable and light-hearted way.”
Erica Roberts, chief creative officer, Publicis NY: "We couldn’t be prouder of the 'Feel Fitacular' campaign—not just because it’s an incredible representation of the creative partnership between Publicis New York, Le Truc and Planet Fitness via Team Lift, but because of the message it’s putting into the world in support of emotional well-being. This country is in the midst of a mental health crisis and working out -- even just a brisk walk on the treadmill -- is a powerful way of combating stress, anxiety, and sleeplessness. Planet Fitness is making fitness (and the emotional benefits that come with it) accessible to everyone for just $10 per month. If it can make @AngryReactionsGuy from Tik Tok less angry and Jane Krakowski less melodramatic, imagine the impact it could have on the thousands of people struggling with their mental health."
