After nearly 2 years of lockdown and social distancing taking its toll on Americans both physically and mentally, Planet Fitness needed help getting people back into the gym. Good news: Fitness not only helps you transform physical health, but mental health as well. 

To prove our case for the transformative power of fitness, we needed to show a before/after of someone with a very well publicized fall from grace: Lindsay Lohan. From Disney darling to LA county inmate, we all watched Lindsay’s struggles in real time. After 10 years out of the industry, Lindsay was ready to reintroduce herself and poke fun at her past in Planet Fitness’ first ever Super Bowl commercial.

It had been 8 years since the paparazzi’s constant gaze forced Lindsay to leave LA for Dubai and 5 years since her last interview. We knew the press was eager for any Lindsay update. So we used the same those same media channels that contributed to her downfall to lift up our transformative fitness message beyond our media buy alone through teasing Lindsay’s triumphant return to the press.

After the campaign launched we doubled down on our fitness message. Utilizing Tik-Tok and Instagram to show off Lindsay’s transformation using the language of the memes du jour. 

*These memes will have moved on 1000 times over, so just know this was a thing at the time the campaign launched.

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