Audiences watching the Pop cable network or following its social channels will find themselves exposed to a curiously large number of gym ads this week, but not because fitness brands are suddenly targeting the network’s viewers during resolution season. They’re faux (and hilarious) spots created by Pop itself to promote its new competitive aerobics comedy, Let’s Get Physical.
The series stars Matt Jones (who appeared in Breaking Bad as Badger, the friend of Aaron Paul’s Jesse). Jones portrays a slacker who reluctantly takes over his family’s rundown gym after his dad’s death; he’s forced to compete against the sleek, modern gym run by his high-school rival (Silicon Valley’s Chris Diamantopoulos) for the chance to win his father’s multimillion inheritance. The series debuts Wednesday after the Season 4 premiere of Schitt’s Creek.
As part of the marketing campaign for Let’s Get Physical, Pop’s new CMO Kent Rees created promos for both fictional gyms in the series: the mom-and-pop Fitness by Force (featuring Jones and Jane Seymour, who plays his mother) and the SoulCycle-like Metrix Fitness Club (with Diamantopoulos and AnnaLynne McCord, who plays his wife). This week, Pop will run the in-house spots—which even include feature phone numbers and websites for each gym—on its network and social platforms.
In the Fitness by Force spot, Seymour proudly proclaims, “We’re a real mom-and-pop shop.” Adds Jones, “Well, we were, until my dad died.” The gym’s slogan: “No judgments. Obviously.”