Crunch Fitness Wants People to ‘Feel Good, Not Bad’

By T.L. Stanley 

The following situations are real downers: getting stuck in a revolving door, being bitten by a poisonous snake or dropping lunch all over an outfit.

As an antidote to trials like these, Crunch is suggesting a trip to the gym for a mood-boosting workout with its new “Feel Good, Not Bad” campaign. The work, from Virginia-based indie agency Familiar Creatures, highlights the endorphin rush that comes from physical exercise.


The hero 30-second hero spot, directed by Ben Hurst and Dave Thomas, leans into sight gags and relatable humor to make its point: life can be a battlefield, ready to dole out punishment, so find a happy place.

The ad debuts Dec. 26 on national TV, with social, digital, radio and out of home to follow. “Feel Good, Not Bad,” which the brand calls “a mantra to transcend the sea of gym sameness,” becomes the new communication platform across the company, including merchandise and on-site materials.