By Malay Desai
From: USA, created by Red Tettemer
An American franchise of fitness centres known for its ‘Judgment Free’ zone has launched a new campaign focusing on the encouragement of its staff. Dubbed ‘POTB’ or Pat on The Back, its TVC talks about it as one of the oldest, most ‘sincere form of atta-boy’ encouragement known to ‘woman and mankind’. It shows people of all professions and races getting and giving pats in various social situations. Alternatively, the campaign’s Facebook campaign asks users to send ‘pats’ to one another, eventually gifting cupcakes to those with 20,000 pats.
Why we Like
Yup, we’re still staying away from the ‘usual suspects’ of outstanding advertisements – alcohol, cars, et al, as we believe selling the mundane is far more challenging. Today we have one of America’s largest health clubs (which opened its 500th outlet this year) upto some pretty heartwarming antics in its newest campaign.
The Philadelphia agency which has thought this up has veered away from the clichés one expects with any fitness brand, and instead brings forth just a simple gesture and all its metaphors. The understated star of the film is its copy. The script is funny and poignant. It compares the gesture to a ‘bear hug for the soul’! In a country where obesity is rampant and so is fast-food induced laziness, encouragement to lose fat becomes a trump card and the brand’s played it well. Planet Fitness has gone beyond film to give this approach a whole dimension. We won’t talk as much about their Facebook campaign (although the cupcake treat idea is mention-worthy) as it’s rather lame to send ‘pats on the back’ to your obese friends. As annoying as a ‘poke’ we say, but well, it’s worked apparently.
Desi brands, take note – great campaigns don’t need hyperbolic messages or stunning people, just think of the ‘feel good’ moments around you and an idea will strike.