Gym giant Planet Fitness pre-released its Super Bowl commercial which stars Lindsay Lohan and simultaneously pokes fun at the actor’s former party girl lifestyle while celebrating her current prioritise of the gym and her health over glamorous celebrity parties.
Created by agency Publicis‘ bespoke Team Lift unit, the playful campaign’s message is fairly basic: if you want to be like Lohan then you better start working out at Planet Fitness. It showcases Lohan’s current healthy lifestyle – even showcasing her DIY skills rather than DUI citations – while the paparazzi cry out “We miss Lindsay!”
The creative copy states: “Not to give away the secret, but it’s a membership to Planet Fitness. Get glowing and #FeelFitacular like Lindsay Lohan for just $10 a month.”
The hero 30-second ad and its supporting content dropped across the gym chain’s social channels on 4 February prior to its on-air debut during the Super Bowl on 13 February.
Contrasting Lohan’s early 2000s excesses following her starring roles in movies such as The Parent Trap and Mean Girls, the creative is fun in tone without being either mean or cruel.
It also rolls out ahead of Lohan’s comeback with a Netflix romantic comedy coming out in 2022 and a personal podcast set to debut later in the year.
The Super Bowl work continues the New Hampshire-based gym’s recent New Year ‘Feel Fitacular’ campaign: its first from its new Team Lift agency of record (a bespoke unit within Publicis.
The exercise/fitness/gym/wellness category is a relatively new commercial space for Big Game advertising which is usually dominated by food, drink and auto ads. But this year’s NFL showpiece will include a slate of health and wellness advertisers set to offer a set of healthier messages
Planet Fitness will be joined in the 2022 Super Bowl ad breaks by women’s health brand Hologic (with a spot starring Mary J Blige that focuses on the importance of women’s well visits and annual screenings), while evening traditional advertisers such as Anheuser-Busch InBev will run a zero carb brand Bud Lite Next.
It's nothing but #RealLove when it comes to working with Grammy Award-winning and Academy Award nominated artist, actress Mary J. Blige who stars in our first TV ad, premiering on 2/13 during the #BigGame.
Learn more: https://t.co/X5sQwby28g #biggame #screeningsforher pic.twitter.com/zNuCajvT73
— Hologic (@Hologic) February 1, 2022
Introducing Bud Light NEXT, our first beer with zero carbs. Brewed to make sure there’s zero in the way of possibility. We're adding $10k to your bank account so there's 0 in your way.
— Bud Light NEXT (@budlight) February 7, 2022
A new Harris poll found that 58% of US adults say they would pay more for a product that is health-focused, compared to one that is not. With 74% of Gen Zers and 66% of millennials reporting they would pay more for wellness goods.