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If ever a millionaire needed his ass kicked, it’s Rick Rockwell.
So says the creative team at DiMassimo Brand Advertising, which launched a “Who Wants to Kick a Millionaire’s Ass?” contest in April as part of its first campaign for new client Crunch Fitness [Adweek, March 27].
The prize was 10 weeks of free kickboxing lessons at Crunch and the chance to box a millionaire.
Now, the agency and client have signed a millionaire (Rockwell) to square off against contest winner Marni Rosenthal, a 23-year-old New Yorker and aspiring actress, who was selected from a drawing of 160,000 entrants.
“I thought it was a brilliant idea,” said Crunch CEO Doug Levine, re-calling his reaction to DiMassimo’s promotion.
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