Planet Fitness Gets 'Fitacular' With William Shatner and Dennis Rodman

Can star power overcome 'gymtimidation'?

Black-ish star Jeff Meacham opens hailing frequencies with Star Trek icon William Shatner in a fun commercial for Planet Fitness, and silly banter ensures.

  • Meacham: I recently learned of a ship that can transport you to a land of pure happiness.
  • Shatner: What kind of a ship? A spaceship?
  • Meacham: No.
  • Shatner: Spaceship?
  • Meacham: No.
  • Shatner: Spaceship?
  • Meacham: No, William. Can I finish?
  • Shatner: Friendship? Spaceship?
  • Meacham: NO! It's a membership to Planet Fitness!
Planet Fitness | Feel Fitacular

Hey, that was tatted NBA legend (and perpetual bad boy) Dennis Rodman basking in the glow of vigorous exercise! When he quips about an endorphin rush, Meacham responds, "It's the kind of high that won't show up on a urinalysis."

Actress Jane Krakowski and TikTok's @AngryReactionsGuy also appear. (The latter's pretty mellow for a change.)

Publicis New York and its Le Truc creative collective developed the "Feel Fitacular" campaign with Biscuit Filmworks director Andreas Nilsson (of Volvo Trucks "Epic Split" fame).

The star-studded approach seeks to combat "gymtimidation"—a fear of fitness centers—and mirrors Tombras's November push for Orangetheory. Both efforts concede that many folks have shied away from gyms during the pandemic and encourage them to sign up for memberships in the new year.

These brands make fine use of comedy to focus their lifestyle pitch, though consumer concerns over the Omicron variant could continue to reduce gym business for the foreseeable future.

Publicis NY creative chief Erica Roberts says her team sought to emphasize "emotional well-being. Working out—even just a brisk walk on the treadmill—is a powerful way of combating stress, anxiety and sleeplessness."

Adds Planet Fitness CMO Jeremy Tucker: "Since March 2020, the obesity rate in the U.S. has skyrocketed. On average, U.S. adults have gained 29 pounds. What's even worse is the staggering mental and emotional toll the pandemic has taken on all of us—but exercise is one of the most powerful antidotes to our current health crisis."

"This new work features an unexpected mix of celebrity cameos that speak to our wide consumer base, from boomers all the way to Gen Z, to help break through and bring the many benefits of fitness to life for everyone," he says.


Production Company: Biscuit Filmworks
Director: Andreas Nilsson
EP/Owner: Shawn Lacy Tessaro
EP: Holly Vega
Line Producer: Jay Veal

Editorial (Brand):
Edit company: Arcade Edit
Editor: Dave Anderson

Editorial (promo):
Edit Company: Harbor Picture Company
Editors: Sean McGrath/Steve Evans

VFX: Bacon
Producer: Mia Lalanne

Finishing and mix: Harbor Picture Company

Original music: Beacon

CEO: Carla Serrano
CCO: Erica Roberts
CCO, Le Truc, Andy Bird
ECD:  Grant Mason
CD: Alan Wilson
CD: Peter Defries
CD, Le Truc, Evan Schultz
CD Design: Ian McCallister
HOP: Tim LeGallo
EP/Post: Daniel Roversi
Sr Producer: Danielle Hallack
Head of BA: Robin Oksenhendler
BA Manager: Yaritza Acevedo
GAD: Alex Mailman
AD: Micardo Celicourt

Chief Marketing Officer, Jeremy Tucker
VP of National Marketing, Jamie Medeiros
Director, Brand Marketing, Carrie Anderson
Sr. Manager, Creative Mktg & Strategy, Lindsay Pour

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