Lindsay Lohan Leads Super Bowl Ad Workout for Planet Fitness

variety.com:

Brian Steinberg Senior TV EditorFollowers of Lindsay Lohan can go to the Super Bowl to get a new workout.Lohan is at the center of a new Super Bowl commercial from Planet Fitness, which is running an ad in the Big Game for the first time in its corporate history.

The spot, crafted with Publicis Worldwide, is slated to air during the third quarter of NBC’s broadcast of Super Bowl LVI. The commercials also features 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 stage at the Super Bowl for us,” says Jeremy Tucker, the company’s chief marketing officer.

The fitness chain has for years been a big sponsor of “Dick Clark’s Rockin’ New Year’s Eve” on ABC, figuring that ad messages in that show would influence consumers eager to make a weight-loss resolution.

Now, says Tucker, the Super Bowl is seen as another important time to get the word out, because the Big Game airs at a time when many New Year’s resolutions fail.“Our goal is to get as many people off the couch and to experience good things like fitness and feeing good — without the intimidation,” he says.