Let’s Get Physical

DDB Needham has rolled out its first campaign for Crunch Fitness since Marc Schattner joined the agency as creative director. New York-based Crunch moved its account to DDB from McCann-Erickson when Schattner switched agencies in March.

The new DDB Crunch work is ‘more cerebral’ than previous ads, said Schattner, but retains its humorous style. One new print ad (shown here) says: ‘Look at it this way. The more you exercise, the healthier your lungs, the more you can smoke.’ Another print ad notes: ‘With a proper regimen of diet and exercise, we can get you from obese to just plain fat.’

The ads carry the same tagline from McCann’s previous work for Crunch: ‘No judgments.’ The ads will begin running this week in newspapers in New York and Los Angeles. The agency will also roll out three new TV spots in the next few weeks.

In the past, Crunch advertising has stirred controversy. One of its gyms received a bomb threat last year after an ad linked a Chinese restaurant to stray cats and dogs.

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