You won't meet these obnoxious gymgoers at Planet Fitness

Funny ads from Hill Holliday continue positioning as the nonjudgmental fitness chain

Published On
Jul 13, 2018

Editor's Pick

Planet Fitness continues to position itself as the gym that doesn't judge in a pair of new comedic ads featuring the kinds of people you'd rather avoid while working out.

In one spot, we meet a woman doing impossible horizontal pullups and taking selfies, who says she's heard that at Planet Fitness, they "have rules against acting like you're better than everyone else." What's the point, she wonders, when you really are better than everyone else?

Another ad introduces us to "Mirror Guy" -- who wouldn't go to Planet Fitness because there aren't enough mirrors to look at himself in.

Planet Fitness's response to those gym-goers? Good. (In other words, it's the gym where you don't meet assholes.)

The ads were created out of Hill Holiday and directed by Biscuit's Aaron Stoller.


Jul 13, 2018
Brand :
Planet Fitness
Agency :
Hill Holliday
COR, Chief Creative Officer :
Lance Jensen
Senior Vice President/Group Creative Director :
Kevin Daley
Senior Vice President/Group Creative Director :
Karen Hite
Vice President/Creative Director :
Matty Poitras
Senior Vice President, Creative Director :
Bob Gates
Vice President/Creative Director :
Pete Shamon
Vice President, Executive Integrated Producer :
Lisa Belden
Producer Assistant :
Dan Yurko
COR, Managing Director :
Scott Rabshnuk
Executive Vice President, Group Account Director :
Steve Briggs
Senior Vice President, Account Director :
Megan Delage Sullivan
Account Supervisor :
Kristina Burke
Associate Director, Program Manager :
Kristin Green
COR, Chief Strategy Officer :
Lesley Bielby
Vice President, Planning Director :
Audrey Chee
Executive Vice President, Integrated Media Planning :
David Bolger
Associate Media Director :
Victoria Bellieveau
Senior Media Planner :
Alexandra Bartholomew
Vice President, Associate Media Director-National Investments :
Michelle Gaudet
Buyer-National Video Investments :
Adam Ochab
Assistant Buyer-National Media Investments :
Brian Meyers
Senior Vice President, Director, Broadcast Business Affairs :
Lenora Cushing
Business Affairs Manager :
Caitlin Clifford
Production Company :
Biscuit Filmworks
Executive Producer :
Holly Vega
Producer :
Cindy Becker
Director :
Aaron Stoller
Cinematographer :
Jo Willems
Line Producer :
Cindy Becker
Gafer :
Walter Bithel
Key Grip :
Geoff Knoller
Edit House :
Editor :
Erik Laroi
Editor :
Nick Divers
Music House :
South Music & Sound Design
Music Producer :
Ailbhe Fitzpatrick
Sound Design Company :
Sound Engineer :
Mike Letourneau
Post Production :
Brickyard VFX
Post Executive Producer :
Ellen Schmitt
Post Producer :
Ellen Schmitt
Visual Effects Company :
Brickyard VFX
Senior Vice-President, Marketing :
Jessica Correa
Vice-President of National Marketing :
Jamie A Medeiros
Director, National Brand and Creative :
Carrie Anderson
Senior Manager, Digital Marketing :
Jenna Reynolds

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