Hill Holliday Wonders If There Are Enough Mirrors in This Planet Fitness

By Patrick Coffee 

Pity the poor, misunderstood gym bro.

He’s just a dude trying to make it in this world while carving out enough time to sculpt those obliques, pecs, bis, tris and quads.

But there’s one thing he can NEVER get enough of, and it’s mirrors. Hill Holliday’s latest ad for Planet Fitness, which it won back in 2016, plays on the narcissism of this archetype.

This campaign is totally in keeping with Planet Fitness’s identity as a gym chain for real people. In that way it’s similar to the work of previous AOR RTO+P.

A suggested video from some fitness influencer shows us that Planet Fitness has plenty of mirrors, but we get it. And now we’re more upset that his dumb thing has 13 MILLION views. Who watches that stuff??

The Narcissus of legend stared at himself in the water until he died, presumably of hunger. Mirror Guy is more likely to suffer from heart failure while cycling a little too hard.

We just hope he finds the time to fit these intense workouts into his schedule so as to avoid the tortured cry of Nathan from MTV’s Teen Mom 2: “I didn’t even get to do abs!


Agency: Hill Holliday
Client: Planet Fitness
Campaign: “Mirror Guy”

Chief Creative Officer: Lance Jensen
SVP, Group Creative Director -Art: Kevin Daley
SVP, Creative Director -Art: Karen Hite
VP, Creative Director -Copy: Matty Poitras
SVP, Group Creative Director -Art: Bob Gates
VP, Creative Director -Copy: Pete Shamon

VP, Executive Integrated Producer: Lisa Belden
Assistant Producer: Dan Yurko

Managing Director: Scott Rabshnuk
EVP, Group Account Director: Steve Briggs
SVP, Account Director: Megan Delage Sullivan
Account Supervisor: Kristina Burke

Associate Director, Program Manager: Kristin Green

Chief Strategy Officer: Lesley Bielby
VP, Planning Director: Audrey Chee

EVP, Integrated Media Planning: David Bolger
Associate Media Director: Victoria Bellieveau
Senior Media Planner: Alexandra Bartholomew
VP, Associate Media Director-National Investments: Michelle Gaudet
Buyer-National Video Investments: Adam Ochab
Assistant Buyer-National Media Investments: Brian Meyers

SVP, Director of 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
Gaffer: Walter Bithel
Key Grip: Geoff Knoller

Editor: Erik Laroi
Edit Company: MackCut