Lindsay Lohan leads Super Bowl commercial training for Planet Fitness

Lindsay Lohan followers can go to the Super Bowl to practice.

Lohan is the focus of a new Super Bowl ad from Planet Fitness, which is running a Big Game commercial for the first time in its history. The spot, designed with Publicis Worldwide, is slated to air during the third quarter of NBC’s Super Bowl LVI broadcast. The ads also feature William Shatner, Dennis Rodman, Buzzy Cohen and Danny Trejo in a short vignette that tells viewers how much better Lohan’s life is now that she works out regularly.

“We really tried to have fun with it and find someone who could really own the Super Bowl stage for us,” says Jeremy Tucker, the company’s chief marketing officer.

The fitness channel has been a major sponsor of ABC’s “Dick Clark’s Rockin’ New Year’s Eve” for years, believing the show’s commercials would sway consumers wanting to make a weight-loss resolution. Now, says Tucker, the Super Bowl is seen as another important time to spread the word, as the Big Game airs at a time when many New Year’s resolutions are falling through.

“Our goal is to get as many people off the couch as possible and experience the good things like fitness and wellness — without bullying,” he says. NBC said Thursday it had sold all of its in-game inventory in Super Bowl LVI, for which it was seeking between $5.8 million and $7 million for a 30-second ad, setting a new benchmark for media costs around the grill classic.

Lohan’s appearance comes after a calmer period in her life. The ‘Mean Girls’ and ‘Parent Trap’ star recently announced her engagement, but hasn’t had a role in a bigger movie or TV series in a few years.

In the announcement, the decision seems to suit him. Lohan is seen jogging and working out at the gym, which helps her sleep better and gives her more energy, focus and drive – exactly the image Planet Fitness wants. She’s even said to be more productive, “trading DUIs for DIYs,” a nod to part of her tabloid past.

Hampton, NH, company executives believe the one-two combination of New Year’s Eve and Super Bowl ads will help engage a consumer base that is increasingly eager to work out and be closer to the people as the coronavirus hopefully subsides, Tucker says. Planet Fitness estimates that 80% of US consumers over the age of 14 do not belong to a gym, with 40% having never purchased a membership. The Super Bowl, with its tens of millions of viewers, offers a chance to reach a wide range of potential customers.

Lohan’s appearance is “unexpected and genuine and makes you stop and pause, but it’s also genuine,” Tucker says. Ultimately, her fitness routine will be considered successful if the company sees memberships skyrocket.

Planet Fitness is part of a growing coterie of rookie Super Bowl sponsors. NBC reported that more than 30 new announcers won time in the Super Bowl, representing about 40% of the event’s total announcers.

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