Planet Fitness heavily lifts from 'Hunger Games' in #BattleGym

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Gym pays tribute to the book and film series starring Jennifer Lawrence

A woman enters a gym and finds it's the proving ground for a scene ripped from the pages of the best-selling young adult series. The lighting, desaturated colors, and steampunk aesthetics nod to the style of the blockbuster movies.

The spot plays off the "Gymtimidation" theme of other ads for fitness center, which display that social pressure keeps some from hitting the gym. Especially if that pressure comes from a bearded barbell toting man thrilled for a battle royale.

Campaign credits

Client: Planet Fitness
Agency: Red Tettemer O'Connell + Partners
Chief Creative Officer:
Steve Red
Executive Creative Director: Steve O’Connell
Creative Director: Ari Garber
Associate Creative Director: Mark Garman
Senior Art Director: Jeremy Gilberto
Copywriter: Jordan Breindel
Producer: Joe Mosca
Social Strategy: Jenny Marder


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