Hi again,I was watching some TV doing research LOL, and came across an ad campaign that made me start to think, is this clever advertising or discrimination? Let me explain, there's a running ad campaign for Planet Fitness. Before we go further I would like to comment that I'm not fond of PF, I've been a personal trainer for 9 years, and have been to multiple gyms all over. PF is not in my opinion a gym, it's a social club for people who have no interest in getting fit. But I digress because I can go on and on, but I will spare you the agony.
Planet Fitness is owned by PFIP, LLC and their model is "The judgement free zone", judgement free? Alright so what does judgement free really mean?
Judgement:
1. The act or process of judging; the formation of an opinion after consideration or deliberation.
Free:
1. Not imprisoned or enslaved; being at liberty.
This brand states that they do not judge people but their ongoing TV ad campaign screams the complete opposite. In each ad they have an avid bodybuilder conveyed as being a complete idiot. I realize that the general population most likely doesn't relate to bodybuilders, but to flat out make a mockery of them in my opinion is wrong. I know plenty of bodybuilders and I must say that a lot if not most know more about health, nutrition and human physiology than even some doctors. I don't think those are traits of a mentally challenged person.
In fact Planet Fitness goes out of their way to install "lunk alarms" within it's facilities. I know your thinking what's a lunk alarm? An alarm goes off if a person is lifting "too heavy" or grunting. Well excuse me if I would like to progress in my fitness program, heaven forbid if someone takes their workout seriously. I've heard stories of people being denied to enter, on the grounds if they look like a bodybuilder/dress like one.
I think PF needs to be reminded that bodybuilders are the ones who innovate in the fitness industry, not this biggest loser nonsense. Bodybuilders have been dieting and training far longer than your average Joe, just look at Jack Lalanne he's been in the industry since the 1930's and is just hitting his stride.
Mullen Advertising is the Boston based agency responsible for the recent campaign. I'm sure Mullen was only producing what their client (Planet Fitness) wanted, but at what cost? If the ad is tasteless what is that really saying about your agency? I think Mullen was presented with a pretty nice check and just decided to jump on it, sure this is a business and we all what to make capital, but not at the expense of the creative.
This brand preaches one thought but acts in another. I don't want to make too strong of a comparison but what's the difference between this and all the other backwards thinking looking back into the history books. They need to change their motto to "A judgement zone" instead.
