In a new ad campaign from Mother/New York, Crunch Fitness plays up the diverse group of folks who work out at its clubs. Themed "We All Crunch," some of the characters on display in the print and
outdoor executions seem like real eccentrics. But, writes Lewis Lazare, "that just might make the club-going experience more interesting for a lot of people who enjoy an offbeat people-watching
ambience when they work out." One print ad spotlights a 35-year-old bartender who loves his mom and likes show tunes; another features a 33-year-old ex-tour manager for a rock band who found serenity
in yoga classes at Crunch. The new effort arrives as the chain rolls a $10 million modernization effort across its 30 clubs. A spokeswoman adds that Crunch will keep offering its own unique mix of
fitness classes, some of which tie in with popular culture like the one keyed to the holiday movie "Dreamgirls."
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