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 debuted 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 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."