Advertising Narratives (from 2.4)

Much like the programs we enjoy on TV, the unappreciated commercial advertisement can provide a narrative structure much like the shows they interrupt. An ad I remember seeing recently is a rather humorous Planet Fitness commercial. In more conventional advertising, the gym itself would be the focus of the video, however it is a comical anecdote which occurs within the gym that we witness for the ad's duration. A Planet Fitness employee is welcoming their newest member, a large imposing man that would put Charles Atlas to shame. The employee attempts to be social with the man and asks him what he's interested in to which the meathead responds (in heavy Germanic accent) "I like to lift things up and put them down." The employee decides to ask a different question but receives the exact same response. Realizing the futility of a coherent answer, the employee points out various equipment the gym has available to others (this is a moment that in traditional advertising would be expanded. Sort of like, "we got you on the hook with a quick joke..now let's get to the nitty gritty of what we are about). The athletic man interrupts him to reiterate his previous statement. The employee tries to show him around a bit more but he is unable to even speak before the classic line is uttered.

Finally we see the employee opening a side door commenting on the gym's stretching area, however from the bright rays of light beyond the door we are fully aware that this is the fire exit to the outside. The athletic man utters his repeated dialogue "I like to lift things up..." before the door is shut behind him affectively disrupting the comical but irritating dialogue. A quick text with the title Planet Fitness and it's mission statement below "a judgement free zone" appear before the ad comes to an end. This is the perfect example of traditional storytelling except on a microscopic level. We have a protagonist (gym employee) who must overcome some obstacle, and we see the staff member choose a creative approach to solve the problem. We are given a situation based on a realistic problem, in this case a group member who clearly does not fit the mission statement, yet it is humorous because while it is realistic, it is exaggerated and features a character who does not adhere to what we perceive to be a normal human.

The commercial succeeds in proving their point while at the same time offering a bit of entertainment instead of simply projecting their product or establishment and highlighting it's benefits. This kind of advertising is very creative because the commercial speaks for itself. Because we are given a narrative based on a realistic situation and we see a problem solved we can piece together the rest. By witnessing the characters interactions we know that the gym is a place for any ordinary person not just an athlete who is obsessive, and that the staff are there to ensure that such an environment is nurtured and protected. That's in a way what story-telling is at it's most basic level, providing valuable information in an entertaining way.