Judgment's a drag, especially for those of us being judged based on our appearance after adding a few pounds over the holiday season. We like pie! Is that so wrong? Judgment in a gym setting can be worst of all, and Planet Fitness feels our pain. Themed "The World Judges. We Don't," and urging its customers to "be free," the chain's first work from agency Hill Holliday dropped—along with a certain iconic, outsized, sparkly ball—during ABC's broadcast of Dick Clark's New Year's Rockin' Eve. Celebrating Planet Fitness' 25th anniversary, the campaign's 60-second centerpiece spot below riffs on the brand's longstanding portrayal of itself as a "Judgment Free Zone." People, prospective pets and inanimate objects (including a bathroom scale and one exceptionally rude CPR dummy) serve as judges in a series of punchy vignettes:
Specs Who (L. to r.) Trae Clevenger, evp, chief strategy officer; Martin Reidy, president and CEO; and Judge Graham, evp, chief digital officer What Data-driven marketing agency
Planet Fitness is all about making you feel good about yourself, without all the hard-core B.S. of traditional gyms. That attitude is central to the brand's new ad campaign from Red Tettemer + Partners, based around the good old-fashioned pat on the back, or "POTB," a "gesture of respect and encouragement" that embodies the brand promise. The campaign includes a manifesto print ad, an online spot and a Facebook app called the POTB Generator, which lets you dole out pats-on-the-back for just about anything. Now, the agency is taking things into galactic territory with a humorous open letter to NASA, in which it gives Pluto, that onetime planet and current dwarf planet/loser, a much-needed POTB. The whole letter is quite funny, although the Red Tettemer writers get a +1 for getting the phrase "playing dodgeball with Uranus" in there. NASA's New Horizons spacecraft is already on its way to Pluto; it left in 2006 and is expected to reach the distant hunk of ice and rock sometime in the summer of 2015. But Planet Fitness wants NASA to send another rocket, one that won't scientifically observe Pluto so much as emotionally empower it—a POTB "from one planet to another."