Crunch Fitness, an offbeat gym offering "gospel aerobics," among other workouts, has handed its $15 million account to DiMassimo Brand Advertising without a review, the client confirmed last week.
"[DiMassimo] is re-inventing advertising, which, for the most part, is a tired, tradition-bound business," said Crunch founder and CEO Doug Levine, explaining why he chose to shift the account. "Their iconoclastic qualities get along very well with ours."
Nick Cohen, CEO of incumbent Mad Dogs & Englishmen here, said its contract with Crunch expired in December, and he expected Crunch to use the shop "as needed."
Lee Goldstein, director of new business at DiMassimo in New York, said the agency was hired to develop the gym's first integrated national
ad campaign, which will launch in February. The shop has created a print ad to appear in Ocean Drive magazine that features a "paparazzi step class."
Crunch made waves in the New York area with a wacky cable campaign created by its first agency, DDB New York, showing actors in bunny and penguin costumes playing sports. The pair then fights to a song whose lyrics include, "I'll always be your friend." The tag: "No judgements."
Mad Dogs continued to use the costumes and tag in its efforts. And will DiMassimo keep the rabbit? "It's too early to tell," said Goldstein.
Crunch has gyms nationwide and in Tokyo. It expects to open gyms in Washington, D.C., Boston and Houston this year. --with Kathleen Sampe