Why I think Planet Fitness has introduced the most effective advertising campaign of 2011.

1.) It’s funny. “I lift things up and put them down.” I can’t tell you how many times I have said that since seeing the commercial.

2.) They are taking a clear position. They are a gym for the casual exerciser, not the die-hard body builder. While this may be a risk, they believe in something. It is impossible to love something that has no identity and does not stand for anything. By giving people something they can latch on to, Planet Fitness is sure to create more enthusiastic evangelists for their brand.

3.) There is a strong call to action. $20 down, $10 a month if you enroll by January 12th. Ok, so I know what you want me to do and I know I need to do it immediately. Too often I see great advertising, but I don’t take action. As in sales, it is impossible to close a deal if you don’t ask for the sale, and give people a sense of urgency.

4.) The campaign has legs. All of the characters featured so far have been hilarious. They are an exaggeration of the muscle heads we have all seen at the gym before. But there is no limit to where they can go with these characters. I firmly believe that this is only the beginning.

Good job Mullen!