After puppymonkeybaby, here comes Puffy Baby Man.

Or at least, that's the cruel nickname given to an ordinary, if slightly rotund, man who opens his apartment blinds to find himself being taunted by ripped models on billboards, speaking in creepy European accents, in an ad for Planet Fitness. Even the model on the front cover of his fitness magazine gives him a hard time, too -- albeit as part of a come-on.

Luckily, there's Planet Fitness, where he can be himself and go exercise in peace. "The world judges, but we don't," says the tagline.

The spot, by Hill Holliday, was helmed by Keith Schofield at Caviar.