Lose Your But

Planet Fitness

So often, the excuses we make for skipping the gym can very well be the motivation to go, if you just lose your but.

This spec work is getting a lot of buzz on Linkedin and is currently for sale, but with the hire of a copywriter, of course.

Outdoor

Large Planet Fitness advertisement on building with slogan "I want to go to the gym I have kids now. Lose your but."
Large purple Planet Fitness billboard in urban setting, reads "I want to go to the gym because I’m stressed at work. Lose your but." Empire State Building in background.
Billboard with purple background displaying text "I want to go to the gym" and "I had a long day" in yellow, "Lose your but" in white, and the Planet Fitness logo.
Subway ad for Planet Fitness with motivational text
Bus stop with a Planet Fitness advertisement featuring the text: "I want to go to the gym where do I start? 3 blocks away. Lose your but."

Engagement - “Post Your But”

We’ll get followers to join by encouraging them to post their but. You know those excuses we all tell ourselves for why we can’t go to the gym.

Members can celebrate their progress by sharing the excuses that once held them back but are now their motivation.

Woman in gym doing kettlebell push-ups, wearing a sports bra and leggings, with motivational text overlay.
Person lifting weights in a gym, with overlay text about prioritizing health.
A woman smiling and taking a selfie, with the text "No more ifs, ands, or buts" overlaid. She appears happy and confident, wearing a towel around her neck. The post is about overcoming anxiety to go to the gym.

Brand: Planet Fitness (for now)

Copywriters: Nicolas Perez-Molina, Andrew Weissman