Crunch Fitness is launching a new “Feel Good, Not Bad" campaign with the message that it wants to make "serious fitness fun through a huge variety of engaging experiences that allow all members to escape life’s inevitable bad moments."
The new commercial will begin airing nationally on television on December 26, 2023, with billboards and additional materials to follow. The 30- and 15-second commercial spots were directed by award-winning directors Ben Hurst and Dave Thomas of Ben/Dave. Striking the ideal balance between grounded humor, freshness, and unexpectedness, the commercials draw viewers in and solidify how good Crunch makes people feel, in contrast to life’s daily challenges – such as smacking one’s head on an open drawer, spilling a burrito, or even finding an unexpected snake in a sleeping bag.
The new campaign will be integrated into merchandise, in-gym materials, television commercials, social media adaptations, radio live reads and visually appealing billboards— all to resonate with people and inject a moment of humor into the day. Crunch’s vision for the campaign is to see the commercial generate memes, gifs, and other relatable content while members and fans share personal anecdotes on social media.
“After going through our brand strategy process with Crunch Fitness, we realized they’re all about making everyone feel good,” said Justin Bajan, Co-Founder of Familiar Creatures. “We juxtaposed this insight against some of the things that make people feel bad and made Crunch’s purpose shine even brighter.”