Humor That Resonates

A newly-launched personal training studio needed an advertising campaign that would emphasize the benefits of their model over fitness clubs and gyms.

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I decided on a very fun and creative campaign lampooning some of the more challenging personalities one encounters in a large gym setting. The ads highlighted The Grunter: the muscular, steroid-sucking muscle-head on parade; The Princess: Flipping her hair, giving out phone numbers and posing in her pink spandex; The Squatter: Endlessly socializing on the one piece of equipment you need.

To get the effect of specimens in a collection, I had a designer pin photos of each “species” to foam core for a realistic, 3D look. The ads generated buzz, and brought in new customers through true-to-life humor.


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