Fit to be tied

John_basedowWith a chiseled physique to rival Thomas Jane’s and hair that might make Donald Trump cringe, John Basedow has been all over cable TV of late touting his “Fitness Made Simple” workout and nutrition videos. There’s an indecipherable charm to his “before-and-after photo”-laden spots, which one might describe as “hand-crafted” (read: They look like they were made in the basement). But there’s less charm in the way this Lord of the Regimens is touted in the commercials as “fitness celebrity John Basedow.”

TV has the capacity to lift ad characters into the pop-culture pantheon of Oft-Recognized Icons. But you’d be hard-pressed to find one whose popularity is generated entirely through self-promotion. If Basedow—who might be little-known outside the fitness or nutrition arena—is a fitness celebrity, does that mean anyone can be a celebrity if promoted as one on the tube? Hey, we could have a haberdasher celebrity! A food-taster celebrity!

It’s unfortunate that the celebrity moniker sometimes does spontaneously generate (see Top, Carrot). Still, there is something to be said for Basedow’s chutzpah in self-attaching this complimentary label. Perhaps that's the kind of self-assurance that comes from having great abs rather than great advertising.

--Posted by Simon Butler

Get the The AdFreak Daily newsletter:

Thanks for signing up! Check your inbox for a confirmation email.


Sign up for AdFreak Newsletters

About AdFreak

AdFreak is a daily blog of the best and worst of creativity in advertising, media, marketing and design. Follow us as we celebrate (and skewer) the latest, greatest, quirkiest and freakiest commercials, promos, trailers, posters, billboards, logos and package designs around. Edited by Adweek's Tim Nudd.

Click to Subscribe to AdFreak RSS