There’s No ‘Gymtimidation’ at Planet Fitness

Planet Fitness is known for a lot of things – absurdly low prices, the Lunk Alarm, and most of all perhaps, for the Judgement Free Zone philosophy, which means members can relax, work out, and have fun without being subjected to the hard-core, look-at-me attitude that exists in too many gyms.

 

Coined “Gymtimidation,” Red Tettemer + Partners (RT+P) created four 30-second spots with scenarios that caused a consumer to “not like gyms” and deterred them from joining. A nemesis for the Brand and in the spots, are Lunks – anyone with a tendency to make the average gym-goer uncomfortable by grunting, dropping weights, or wearing very little clothing. These Lunk antagonists include juiced-up power-lifters, overbearing Yogi’s, self-absorbed “hot” girls and a too intense personal trainer that feels more like a Drill Sergeant.

  

Spots launch nationwide on January 10th during NBC’s The Biggest Loser – Planet Fitness is the show’s flagship partner. Planet Fitness will be featured in the show storyline and sponsoring a specific challenge for contestants, all of who will work out using Planet Fitness equipment in a Planet Fitness gym on the show’s ranch.  

 

 

 

Credits

 

Agency: Red Tettemer + Partners

Chief Creative Officer: Steve Red                          

Executive Creative Director: Steve O’Connell                                                                              

Creative Directors: Bryon Lomas, Todd Taylor, Joey Crawford

ACD: Clarence Bradley

Art Director: Bryon Lomas, Todd Taylor

Copywriter: Joey Crawford, Clarence Bradley

Producer: Joe Mosca                          

Account Executive(s): Perry Morris, Elizabeth Latham

 

Production Company: Biscuit Filmworks LA      

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 and Transfer

Audio Engineer: Bob Schachner, Shooters Post and Transfer

               

Music House: Milkboy Recording

Composer: Tommy Joyner                                                 

Producer: Cody Cichowski