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. The TV spot shows a well-to-do man lighting his cigar with a $100 bill and stuffing bills into his bride's cleavage at the marriage altar.
A voiceover says, "Some people want to be a millionaire. Some people want to marry a millionaire." A boxing glove knocks the man squarely in the face as the spot concludes, "But now, you've got the chance to kick a millionaire's ass."
Print ads ask, "Why marry a millionaire when you can beat the crap out of one instead?"
Crunch CEO Doug Levine said, "Our brand is one that tries to make exercise interesting and entertaining and to accept people for who they are. You have a money mania in this country right now. And this is our way of making fun of it and tying it back to our brand."
Lee Goldstein, DiMassimo vice president, director of new business, said, "This campaign is just one in a series of shockingly nontraditional ideas we have planned for Crunch. Stay tuned."
Initial marketing efforts by the shop last month for Crunch's new Chicago site included direct mailings to about 1,500 potential Crunch clients. These comprised whoopee cushions with Crunch's logo and the phrase, "Now in the Windy City." K