Making Creator Headlines · Page 9
Planet Fitness Plans an Unscripted Shift, Carefully Leaving Room for Josh Peck
· New York time
Planet Fitness had actor Josh Peck work a shift at its Park Slope club in Brooklyn for a social campaign. The brand used a loose outline of beats rather than a script, and its social team says that lack of direction is deliberate across the talent it works with. The approach gives a performer room to react while still putting the activity inside a planned campaign. The gym, the shift and the social video are organized; the exact words are not. It is spontaneity with a call time, a location and a sponsor waiting for the result. For brands, the appeal is content that feels less polished than a conventional commercial. For performers, the loose format offers more room to use their own style. The outline does not disappear, but it can stay in the background while Peck does the visible work. Authenticity, it turns out, still benefits from knowing which club to visit.
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