Planet Fitness promotes Big E in New Year’s push

At a time when many gyms are hoping to capitalize on New Year’s exercise resolutions, Planet Fitness is trying to break through the clutter with a satirically risqué spot designed to titillate the laughter muscles.

The new work, which debuts today ahead of the brand’s sponsorship of Times Square's New Year's Eve this evening, is the one of the first big pushes from Barkley, which Planet Fitness appointed its agency of record earlier this year.

“We wanted something that could break through at this time of year,” said Jamie Medeiros, chief brand officer, noting the importance of humor to the Planet Fitness brand. “Through the past few years, people have gone through a lot but [they] also want to feel the benefits of fitness.”

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.

One place Planet Fitness will not be appearing, however, is the Super Bowl in 2023. After making a splash with a Lindsay Lohan-starring spot in the Big Game in 2022, the brand is sitting the next game out, Medeiros confirmed.

“We’re taking a different approach and prioritizing spend throughout the year, more so than we did with both New Year’s Eve and Super Bowl last year,” she said.  

As more consumers return to in-person workouts, the chain has seen a revenue boom in recent months. Third-quarter revenue jumped 58.4% to $244.4 million. Membership at the brand’s gyms reached a record 16.6 million.