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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.