Peel Away from the Couch in Planet Fitness' Motivating Spot
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Independent agency Barkley conceptualise how easy it is to lose motivation when it comes to fitness
2020 has been the year of being “stuck.” We have been stuck inside, stuck with family, and stuck on the couch, which has especially impacted our fitness routine and reduced our motivation—it’s a circular problem. Now that Planet Fitness clubs are open, there is an answer to getting unstuck.
The concept is illustrated in a new spot from Planet Fitness, Don’t Let 2020 Get the Best of You. Created by independent agency Barkley, the spot shows the time lapse progression of a couple getting more and more stuck as they transition from their pre-March lives into partial work attire for a video conference and ultimately into sloth-like movement on the couch with fast food containers, hand sanitiser and ennui building up around them.
“Since launching the first Facebook Live workouts know as ‘work-ins’ just days into quarantine, Planet Fitness has been there at the beginning and we continue to build on our brand commitment to establish a safe and welcoming community for all our members,” says Jamie Medeiros, vice president of national marketing at Planet Fitness.
“2020 has left us all of struggling for motivation,” says Tom Demetriou, executive creative director at Barkley, “The spot was built around the brand’s core belief that people should be able to workout on their own terms at accessible, safe, and clean gyms when they’re ready to go back into the world.”
The new spot appears on national TV and online video platforms.
Client: Planet Fitness
Chief Executive Officer: Chris Rondeau
Chief Marketing Officer: Jeremy Tucker
VP, National Marketing: Jamie Medeiros
Carrie Anderson: National Brand and Creative Director
Lindsay Pour: Manager, Marketing Creative and Strategy
Jenna De Marco: Senior Manager, Digital Marketing
Chief Creative Officer: Katy Hornaday
Executive Creative Director: Tom Demetriou
Executive Creative Director: Troy Burrows
VP, Director of Integrated Production: Melany Esfeld
Producer: Chris Webb
VP, Director of Business Affairs: Anne Thomasson
Associate Creative Director: Jeremy Gilberto
Associate Creative Director: Jordan Breindel
Sr. Project Manager: Tifany Wrzesinski
SVP, Brand Leader: John Hornaday
VP, Brand Director: Julie Barr
Sr. Brand Manager: Ashley Cox
Executive Strategy Director: Chris Cardetti
Strategy Director: Molly Griffin
Production Company: WDI Media Inc
Director: Zach Math
Production Company Executive Producer: Will Dempster