Allegedly, Planet Fitness stands by the whole premise that they are a fitness club for everyone, famous for their “no judgment” environment which was the inspiration for this initial spot called “Application” for the brand from Mullen. This effort also marks the arrival of new CD Brian Tierney and was directed by Dave Laden at Hungry Man.

But we have to ask, why would the guy in the spot just be signing up for a gym? Did you see the size of that guy? Huge! Yes, you’re selling a fitness center and there has to be some muscles involved but..i don’t know. It reminds you of the Old Spice campaign when in transition from the Isiah Mustafa-to-Terry Crews era.

More: The Old Spice Campaign, By the Numbers