Planet Fitness has teamed up with J.B. Smoove for a new ad campaign focused on driving membership and empowering people to get healthy.
Planet Fitness has announced that American comic, J.B. Smoove, will headline its latest creative campaign, Get Down with Your Judgement Free Self. He partners with the group in the first quarter of 2019. Said exercise debuts on 31 December at a Times Square event.
The roll-out coincides with the brand’s New Year sale. The effort was developed to invite customers to put in their membership at one dollar for enrolment and a monthly fee of $10 with no commitment from 1 – 15 January. As ambassador, Smoove will help create buzz.
The creative will see people show off their dance moves with fitness equipment. A dancing disco ball features as a key prop to get participants to ‘get down’ and join the festivities to ring in 2019. Executions span television, radio, print, OOH, digital, and social media ads.
“We are thrilled to partner with J.B. Smoove, whose fun personality is a perfect fit for our brand. We look forward to encouraging more people to take the first step toward a positive and fulfilling year ahead,” said Roger Chacko, Chief Commercial Officer, Planet Fitness.