Planet Fitness
Create playful, high-energy campaigns that bring the welcoming Planet Fitness personality to life and deliver a complete suite of assets from every production.
Creative and production from the same starting point
For three years, ETB has worked with Planet Fitness to create two TVCs plus stills content each year for campaigns across TV, BVOD, social, digital, website, in-club and out of home. Because we develop the creative as well as produce the work, every campaign is shaped with production in mind from the start. The ideas are designed to be achievable, adaptable and unmistakably Planet Fitness: warm, upbeat and never too serious.
Bring energy to gym advertising without falling into fitness clichés
Planet Fitness has a welcoming and playful brand world that sets it apart from traditional gym advertising. Each campaign needs to feel big, bright and energetic while remaining approachable, funny and genuinely judgement-free. We also shoot inside working Planet Fitness gyms, so the creative must make the most of real club environments while respecting the day-to-day operation of the business.
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Build the idea around how it will be made and where it needs to work
Creative and production work hand in hand from the first idea. We consider how the campaign will be shot, which channels it needs to serve, what assets are required and how to get the greatest value from the production day. Casting, locations, performance, comedy, shot lists, stills moments and deliverables are planned as one connected system, allowing smart production decisions to strengthen the creative rather than constrain it.
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One carefully planned shoot, a complete family of campaign assets
Shooting in operational gyms means working carefully around real spaces, equipment and club requirements. We build detailed schedules that allow us to capture hero performances, comedy, stills, product details and brand moments without losing momentum. Across campaigns including Don’t Get Worked Up to Work Out, Tiny Gym, Strong Pop and Gym Every Day, this integrated approach has produced playful, polished work that feels connected across every channel.
A growing body of work that is consistently Planet Fitness
The partnership has created a strong and recognisable collection of campaigns, supported by high-quality content for TV, BVOD, digital, social, website, in-club and out of home environments. It demonstrates the value of bringing creative and production together early: ideas are stronger on paper, smarter to produce and better equipped to work across the full campaign ecosystem.
Three years of creative and production partnership
Two TVCs plus stills content each year
Campaign assets created for every major customer touchpoint.
Awards and recognition
Silver in Craft - Best Use of Humor
Gold in Video - Fitness
Distinction in Advertising Campaigns - Fitness, Health & Wellness
Ready to get your project started?
We'd love to hear what you're working on.
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