Think You’re Better Than Everyone Else? Then Planet Fitness Isn’t for You

New spot counters the vanity

Posers not welcome. Planet Fitness

Which cliche shall we start with about the gym? If you’re Planet Fitness, you continue the narrative of people who might think they’re better than you. In a new spot from Hill Holliday, we are introduced to a gym-goer with an ample amount of confidence and hubris.

“Planet Fitness. Isn’t that the gym where they, like, have rules against acting like you’re better than everyone else?” she asks, doing one-handed horizontal pull-ups. It is true. The brand, for over a decade, dissuades the typical gym shenanigans with its “Judgment Free Zone” rules, including gems such as “no grunting” and “no gallon jugs in the gym.”

The new work, with an assist from Aaron Stoller of Biscuit, follows an earlier effort called “Mirror Guy,” in which a shirtless, insanely fit man proclaims that there simply aren’t enough mirrors at Planet Fitness, “and that’s why you won’t be seeing me there any time soon.”

It’s the latest from the Boston agency that began its role as the brand’s creative agency of record in August 2016 and continues the rallying cry of being the gym for everyone—except those who like to prance down Vanity Lane, of course.


Agency: Hill Holliday
COR, 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
COR, 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
COR, 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

Edit House: MackCut
Editor: Erik Laroi & Nick Divers

Music House: South Music
Music Producer: Ailbhe Fitzpatrick
Sound Engineer: Mike Letourneau

Post Production : Brickyard VFX
Executive Post Producer: Ellen Schmitt
Post Producer: Ellen Schmitt

VFX Company: Brickyard VFX

@zanger Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.