Red Tettemer O’Connell + Partners (RTO+P) has created a new campaign for fitness center franchise Planet Fitness with a centerpiece spot that will be featured in National CineMedia and Screenvision movie theaters airing before the trailers of PG-13 rated movies starting November 20.
Titled “Battle Gym,” the 90-second spot directed by Matt Swanson of Epoch Films opens on a stark gym setting with a pale-faced announcer declaring over loudspeakers; “Attention members, the reckoning has begun!” A gym-goer suddenly finds herself going head-to-head with a hardcore, rough-trade lout named Demitri in the ultimate gym battle.
The ad shows us how much better off she would have been at Planet Fitness which is a “Judgment Free Zone” refuge from the “Gymtimidation” often found in other workout gyms.
Credits
Client Planet Fitness Agency Red Tettemer O’Connell+Partners Steve Red, chief creative officer; Steve O’Connell, executive creative director; Ari Garber, creative director; Mark Garman, associate creative director; Jeremy Gilberto, sr. art director; Jordan Breindel, copywriter; Joe Mosca, producer; Jenny Marder, social strategy; Uri Weingarten, digital strategy. Production Epoch Films Matt Swanson, director; Bobby Shore, DP. Editorial Red Alert Chip Schofield, editor.
Following World AIDS Day, which was celebrated on December 1, co-production companies Central Films and Freelance For track one man’s existential, and potentially career-altering, decision to “come out” as living with HIV in Spain in this public service spot titled “The HInVisible Celebrity.”
Out of agency Señora Rushmore for ViiV Healthcare Spain, in collaboration with GESIDA, SEISIDA, and Apoyo Positivo, the PSA--directed by Rodrigo García Sáiz via Central Films Spain--addresses the stigma against publicly living with HIV in Spanish society. In the more than 40 years since the first case of HIV appeared in Spain, no public figure in Spain has claimed to have HIV. Viiv Healthcare Spain asks, if there are 150,000 people with HIV in Spain (or approximately 1 in 300), why don’t we know anyone with HIV?
The central character, who dons a mask of television-pixelated anonymity, gives himself an introspective pep-talk ahead of announcing his status to the Spanish public. Along the way, he wonders what will become of his career, and reputation in general, even as he recognizes that his declaration could change Spain’s cultural landscape for the better and for all of those in Spain who live with HIV every day. As no public figure in Spain has ever announced living with HIV--due to fear of public rejection--this character realizes that such a role model could change that.
The character has already begun building social media awareness with his Instagram profile, @famosoinvihsible, which began cataloging his life as a public figure earlier this fall. Still, though, the figure either leaves himself out of the picture, faces away from the camera, or dons the pixelated mask associated with anonymous admission. “The HInVisible... Read More
