Crunch Fitness: Real Undies

In yet another interesting departure from the usual gym ad workout, the Crunch Fitness "Undies" campaign features real people in their, yeah, undies. According to Crunch, "a survey from Psychology Today found that mo

Published on

Editor's Pick
In yet another interesting departure from the usual gym ad workout, the Crunch Fitness "Undies" campaign features real people in their, yeah, undies. According to Crunch, "a survey from Psychology Today found that more than half of men and 75 percent of women are dissatisfied with their bodies. This campaign asks prospective members to come to the gym on their own terms without any fear of judgments." Well, either that "No Judgments" concept is for real, or they got the 25 percent of women and the 50 percent of men who are willing to be seen on a billboard in what might be considered compromising attire. A casting call was posted online and in Crunch's New York gym locations, explains CD Jill Twardowski of the in-house work. "It was amazing how many people wanted to bare it all for our brand." Well, most of it, at least. "It was so great to work with people who are genuinely excited to be part of our message. We had a blast at the photo shoot, and I think the enthusiasm is evident in the photos." In addition to print and outdoor, street teams are roaming the city handing out branded underwear and inviting the public to pose with underwear-clad models, the photos to be posted on the web at www.crunch.com. Moreover, Crunch is offering to waive initiation fees for anyone who brings a pair of new underwear to the gym, the clothing to be donated to Undershare, a nonprofit dedicated to providing underwear to the needy. Really. See www.undershare.org.
Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now

About

Credits
Date
May 19, 2005
Client:
Crunch Fitness
Creative Director:
Jill Twardoski
Art Director/Copywriter:
Nikki Defeo
Art Director/Copywriter:
Michelle Rangsiyakul
Photographer:
Stephen Meierding
Agency:
In-house
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age