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.” See three other spots here, here and here. Read more about the new campaign here. And take a look at some previous Crunch ads starring ravenous schoolgirls, a free spirit in green underwear, and our favorite art director.

—Posted by Tim Nudd