February 5, 2023

Digital Marketing Education

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Planet Fitness New Year’s ad focus is energy

The new 30-second spot coins a new condition for prospective fitness goers. “Wrap these little wienies? Not with my low E,” a tired woman says, while poking at some limp hot dogs at a kitchen counter, before a suited, faux pharmaceutical expert helpfully explains that “low E” refers to “low energy.” The man then explains that Planet Fitness can help get those wieners back into shape by replacing “low E” with “big E, which keeps you energized and glowing all day.”

Planet Fitness reunited with Barkley over the summer following a brief stint working with a bespoke unit within Publicis. The Hampton, New Hampshire-based chain had partnered with Barkley from 2019 through 2021.

“Planet Fitness has never shied away from being bold to make a point,” said Katy Hornaday, chief creative officer at Barkley, in a statement. “So a faux-Pharma spoof campaign, that pulls no punches, was just what the fake doctor ordered to drive joins this New Year.”

The spot offers a discount where members can join for $1 and pay $10 a month through Jan. 12.

The new work will include national TV on both daytime and evening programming, radio, digital and both owned and paid social media. Crossmedia handled media duties.

Planet Fitness will be the title sponsor for Times Square’s New Year’s Eve for the eighth year. The chain partnered with the Times Square Alliance, and will appear on “Dick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest 2023.” Medeiros said that the energy theme running in the new commercial will also be a prominent messaging component of Planet Fitness’ New Year’s Eve sponsorship this year.


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