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It was only a matter of time before someone would want to kick a millionaire’s ass.
That is the thinking behind DiMassimo Brand Advertising’s first leg in the $15 million national campaign for Crunch Fitness, which begins in early April.
The first part of the campaign is a contest for participants who are at least 18 years old; they can sign up at Crunch gyms or via www.Crunch.com. The winner, selected by random drawing at the end of April, wins six weeks of free kickboxing lessons at Crunch and gets to box against a real-life millionaire.
Ads for the New York shop’s promotion break in regional alternative newspapers and on cable TV’s MTV, VH1, E!, USA, CNN and Comedy Central.
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