Colle + McVoy tries to make the 1970s fitness

Colle + McVoy tries to make the 1970s fitness craze of Jazzercise hip again in a campaign that breaks next month.

“Jazzercise is still seen as leg warmers and ‘poofy’ hair,” said John Jarvis, creative director at the Minneapolis shop. “But in reality it’s changed with the times as much as anything.”

The campaign, focused on newspaper ads, has been distributed to franchisees of the exercise program. The ads avoid photos of fit models in leotards in favor of a more results-oriented approach, Jarvis said.

Each execution uses icons relating to the body and fitness, such as a heart, a dumbbell or an ankle joint, to highlight the three key pur-ported attributes of the Jazzercise program: cardiovascular fitness, strength training and flexibility. The ads then draw a line to a humorous result, such as “Man-handle the pickle jar” or “Walk silently in cords.”

“We’re confident they’ll get noticed because they’re so simple and clean,” Jarvis said of the ads.

Though franchisees will decide when and where to run the ads, Jarvis expected them to start appearing in January to take advantage of New Year’s resolutions to shape up.

“We certainly expect to see people using them in January, because that’s when people are thinking about exercise and losing weight,” he said.

Jazzercise, a combination of jazz dance choreography and exercise, was invented in 1969 by Judi Sheppard Missett in Evanston, Ill. She later moved her base to San Diego, where she began training instructors.

The company, based in Carlsbad, Calif., with a fitness center in Oceanside, spawned a national craze and a lucrative line of exercise videotapes in the 1980s.

Jazzercise currently has more than 5,000 franchisees worldwide, and it posted revenues of nearly $18 million last year, according to the company’s Web site.

Billings for the campaign could not be determined because of the campaign’s use of franchises, Jarvis said. The shop won the account in July after a review of undisclosed agencies.

Colle + McVoy also created ads that specifically address Jazzercise’s low impact, targeting people over 50, and its Junior Jazzercise program for children.