Planet Fitness Inc. announced that actor and comedian J.B. Smoove will headline the company’s new creative campaign, “Get Down With Your Judgement Free Self,” and partner with the brand in the first quarter of 2019.
The campaign, which debuts on New Year’s Eve as an extension of Planet Fitness’ sponsorship of Times Square’s iconic New Year’s Eve celebration, coincides with the Company’s New Year sale, inviting everyone to join for only a $1 enrollment fee and then $10 a month with no commitment from January 1 – 15.
The new creative focuses on living your best judgement free life, with J.B. Smoove inviting everyone to embrace themselves in 2019 at Planet Fitness. People are showing off their dance moves while on fitness equipment, with a dancing disco ball “getting down” in celebration of the New Year. Creative executions include advertising on television, radio, print, out of home, digital and social media.
“Planet Fitness is thrilled to partner with J.B. Smoove, whose wit and fun personality are a perfect fit for our brand,” said Roger Chacko, Chief Commercial Officer at Planet Fitness. “We can’t wait to encourage more people to accept themselves and everyone around them for who they are in 2019, and take the first step toward a positive and fulfilling year ahead. At Planet Fitness, we’re all about making working out fun, non-intimidating and affordable for all.”
“I’m so excited to bring some Smooveness as the newest member of the Planet Fitness family. I love working with a brand that’s all about making a difference in people’s lives, having fun and not taking life too seriously,” said J.B. Smoove, actor and comedian best known for a starring role on HBO’s “Curb Your Enthusiasm.”
In addition to the new creative, Planet Fitness is also still accepting get-your-groove-on submissions for the “Get Down to Win” video contest, running now through Monday, Dec. 31. To enter, anyone can submit a 30-second (or less) dance video at planetfitness.com/getdown that shows how they plan to “Get Down” in true “Judgement Free” style in the New Year. The public will then vote on five video finalists in January, and the grand prize winner will receive $10,000. Additional prizes, including one-year Planet Fitness memberships and a Planet Fitness prize pack (valued at more than $1,000 and featuring a smart watch, wireless headphones, a $250 gift card and more) will be awarded to all finalists.*
