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“Pow…Boom!..Bang, Bang, Bang…”

Posted by Stephen Larkin on 10/07/10
tags: , , , , ,

No, these are not the words from some action hero coming to save the day. These are the words of Jerome, who was recently featured in one of Mullen’s new Planet Fitness TV spots. If you’ve never heard of Planet Fitness, you will soon. As creative can truly be a business multiplier for brands, Mullen dialed up the entertainment factor for this national health club chain based in New Hampshire.

Planet Fitness is for regular folks who don’t want the pressure you sometimes feel at a gym. It’s a place where members can relax, get in shape and have fun without being subjected to the hard-core, look-at-me attitude that exists in too many gyms. At Planet Fitness, meatheads and muscleheads are frowned upon. No dropping weights, no grunting, no wearing jeans, etc…If you do, you’re asked to leave the premises.  What gym does this?  Planet Fitness does.

Creative Director Brian Tierney said it best when he was thinking about the assignment…“We’ve all seen these kind of guys grunting, slamming their weights down, acting like they own the gym. At Planet Fitness, these kind of guys simply don’t belong. This isn’t a gym for them — it’s a gym for the rest of us. ”

OK, Jerome… Do your thing!

  • http://www.skypulsemedia.com/ Howie at Sky Pulse Media

    What I don’t get is the fact this guy would be rejected by Planet Fitness. Its a no Judgement Zone. No Lugs who are loud grunters or who crash weights down when they are done. Its in massive huge writing on the wall. Hardcore lifters like him would never go to one. There are some decent sized guys at the one I go too but never anyone like that dude. Doesn’t fit the demo they court which is mostly people into cardio or who need to get in shape but want to join a gym for little money (memberships are only $10 and $20/month). Cute spot though.

  • Caseytrombley

    Planet Fitness is a contradictory mess… judgement free zone that judges you by the tank top you wear? I’d rather spend a little extra to go to a real gym that does not judge you

  • Jparsons3503

    It fits exactly into the demo they want. Their premise is that people who aren’t like that guy, don’t want muscle heads and “Lunks” judging them. They just want to get in shape and not be looked at, laughed at, etc.

  • Maria

    This crap is so stereotypical for a mediocre gym. Heaven forbid anyone actually work to improve themselves and excel at fitness. Wonder how the public would react if the “regular gyms” had a FAT FREE zone or a Dumbass zone for people who are clueless. BUT– Planet Fitness with its “no judgment” policy is very very judgmental and personally I find it extremely offensive.

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