Join Crunch, get dismembered by a lunatic

The latest ad campaign for Crunch gym, from Mother in New York, has been out for a little while—it’s plastered all over more than one NYC subway station. But until now I hadn’t watched the commercials, one of which shows an animated “Cruncher” getting his arms and legs ripped off for trying to steal a few towels. That seems at odds with Crunch’s long-running “No judgements” theme, which is maybe why they changed it to “We all Crunch.”