Sometimes celebrity endorsement stands in where creativity should be. Planet Fitness’ New Year 2022 campaign is a case in point. Like Anytime Fitness, which launched its New Year campaign a few days prior, the chain is positioning itself a healthy body and mind solution. Anytime with its personal trainer promise, Planet with its judgement-free promise…and celebrities…and humour (sort of).
Strategically, the campaign gets gold stars, talking directly to New Year Resolutioners, who are likely to be gym newbies and likely to be put off by inadequacy fears. It also taps into the surge of mental health issues that Covid has caused, grabbing the emotional wellbeing benefit that exercise offers.
Its celebrity line-up includes William Shatner (aka, Captain Kirk); Jeff Meacham of Black-ish; Jane Krakowski; ex-basketball star, Dennis Rodman; and TikTok star @AngryReactionsGuy.
The Planet Fitness campaign is the first by Publicis Groupe since it became agency of record in September and created a specialist agency for the account called, Team Lift, which as given marketing strategy, data and analytics, media planning and buying, creative and brand partnerships duties. Previously, Planet Fitness had sixteen agencies. The campaign was created by team Lift and le Truc.
“Judgement Free” 2022 with festive purple and yellow New Year’s Eve party hats complete with a silky material with gold beads hanging from a holographic brim. Planet Fitness will also be featured on the 50th anniversary of “Dick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest 2022″ on Friday, Dec. 31, beginning at 8:00 p.m. EST on ABC – with a presence in New York, Los Angeles and the show’s first-ever Spanish language countdown in Puerto Rico – as well as on the Times Square’s 2022 webcast throughout the night.
