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Peel Away from the Couch in Planet Fitness' Motivating Spot

Creative 129 Add to collection

Independent agency Barkley conceptualise how easy it is to lose motivation when it comes to fitness

Peel Away from the Couch in Planet Fitness' Motivating Spot
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.
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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

Agency: Barkley

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

Editorial Company: Cosmo Street L.A.

Editorial Company producer: Gigi May

Editor: Zack Winick

Post Production Company: Cosmo Street L.A.

Post Production Company producer: Gigi May

Color: ArtJail Toronto

Colorist: Clinton Homuth

Audio: Post Haus

Audio Engineer: Nick Anello

Barkley, Mon, 05 Oct 2020 15:38:51 GMT