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Planet Fitness Teams up with Comedy Central’s Rosebud Baker and Any Haynes to Have 'That' Conversation

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The new series was inspired by Barkley's recent study that shows 72% of people spent more time sitting on their couch in 2020 than in the previous year

Planet Fitness Teams up with Comedy Central’s Rosebud Baker and Any Haynes to Have 'That' Conversation
Planet Fitness has teamed up with Comedy Central comedians and real-life couple Rosebud Baker and Andy Haynes in a new video series portraying the duo in the middle of an awkward breakup - with their couch. The new series was inspired by a recent study conducted by Barkley that shows 72% of people spent more time sitting on their couch in 2020 than in the previous year. The concept, script and production was a collaborative effort between Barkley, Comedy Central and ViacomCBS’ in-house branded content studio, Velocity.

“As this pandemic has worn on and people have been stuck at home, motivation to get started is the biggest obstacle to fitness,” said Jeremy Tucker, chief marketing officer at Planet Fitness. "Exercise is a key component to strong physical and mental health, and we know what people really need right now is a good laugh to help get us through this pandemic, alleviate stress, and motivate us to move again.”


Filmed in the couple’s New York City apartment, the spot, titled 'Rosebud Baker & Andy Haynes Are Moving On' sees the comedians having what appears to be a brutally honest breakup. Through a series of single framed, one-sided dialogues, Andy says: “When I met you, you were really firm and curvy, and now you’re kinda saggy,” to which Rosebud joins in with “Yeah? Well, you smell like farts.” Several insults later, we realise that they are not breaking up with each other but with their couch.


“It’s a universal truth that we are all beginning to have a toxic relationship with our couches this year,” commented Tom Demetriou, executive creative director at Barkley. “We love working with brands like Planet Fitness who are willing to collaborate creatively and stand true to their brand purpose that fitness is for everyone.”

This video series is just one of the ways Barkley and Planet Fitness are using laughter to shake people out of their stillness. Additionally, in December Planet Fitness trainers will instil some comedy into their United We Move live workouts with 'Laugh Out Loud' week (streamed on Facebook) and two comedic social influencers will present Cardio Comedy: a visit to Planet Fitness that gets funnier and faster the longer it goes.


The spot will air on Comedy Central as well as across ViacomCBS digital and social platforms.

Both Rosebud and Andy appear in 'Comedy Central Stand-Up Featuring', a short-form, original digital stand-up series that streams weekly on Comedy Central’s stand-up YouTube channel. 

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Client

Client: Planet Fitness

Chief Executive Officer: Chris Rondeau

Chief Marketing Officer: Jeremy Tucker

SVP, PR: McCall Gosselin

VP, National Marketing: Jamie Medeiros

Director, Content Engagement: Jenna De Marco

National Brand and Creative Director: Carrie Anderson

Manager, Marketing Creative and Strategy: Lindsay Pour

Senior Public Relations Manager: Becky Zirlen

Agency

Agency: Barkley

Chief Creative Officer: Katy Hornaday

Executive Creative Director: Tom Demetriou

Group Creative Director: Melanie Simonich

Creative Directors: Jeremy Gilberto, Jordan Breindel and Stacia Weiss

Sr. Project Manager: Tifany Wrzesinski

SVP, Client Experience: John Hornaday

VP, Brand Director: Julie Barr

Brand Director: Alison Brady

Sr. Brand Manager: Ashley Cox

Executive Strategy Director: Chris Cardetti

Strategy Director: Molly Griffin

Director of Media Planning: Jessie Thomas

Director of Media Buying: Kate O'Rourke

Senior Media Planner: Lesley Carlisle

Senior Media Buyer: Alex Everett

Social Media Supervisor: Carly Doctor

Production

Production: ViacomCBS (Velocity & Comedy Central)

SVP, Velocity Creative: Beth Trentacoste

VP, Velocity Creative: Spencer Parker

Creative Director, Velocity Creative: Ben Casper

Executive Producer, Velocity Creative: Carrie Williams

Writer/Editor, Velocity Creative: Matt Hoffman

Production Coordinator, Velocity Creative: Najeeb Hussain

Director: Charlie Gruet

Director of Photography: Jake Zortman

SVP, Velocity Activation: Michelle Zoni

VP, Velocity Activation: Carmen Liu

Director, Velocity Activation: Jeremy O’Brien

Sr. Director, Velocity Pitch: Suh Trichon

Coordinator, Velocity Pitch: Christina Colon

Sr. Counsel, Comedy Central: Flora Fuks

VP, Comedy Central Talent: Ryan Moran

Sr Coordinator, Comedy Central Talent: Gabriella Yacyk

Categories: Health care, Beauty & Health

Barkley, Mon, 04 Jan 2021 11:42:23 GMT