Planet Fitness, which often pokes fun at "gymtimidation," is launching a new ad campaign to extend its Judgement Free Zone messaging so that people know they can escape all judgment in the world at the brand's gyms.
"The World Judges, We Don't – At Planet Fitness, Be Free" campaign will debut with a 60-second spot during Dick Clark's New Year's Rockin' Eve celebration on ABC, for which the brand is a title sponsor.
This marks the first work for Planet Fitness from Hill Holliday, which was named agency-of-record for creative, strategy and traditional and digital media this summer. The 60-second spot, which will run twice on New Year's Eve, shows a comical series of people being judged by other people, animals, babies or even a scale. The commercial was also cut up into ten 15-second vignettes of judgmental moments that end with the words: "The world judges, we don't. Be free."
After New Year's Eve, the spots will run throughout January on all major cable and network channels nationwide, said Jessica Correa, senior VP-marketing for Planet Fitness, who added that a Spanish-language version will air in Puerto Rico and a few local markets in Canada will show the commercial. Trilia, Hill Holliday's sibling shop, handled the media planning and buying for the campaign.