Familiar Creatures

Crunch Finds A New Metaphor For How Hard Life Can Be

MediaPost | April 16, 2024



By Sarah Mahoney


Crunch Fitness is updating “Feel Good, Not Bad” with a new twist on pain: A woman gets her head stuck in a stair railing. It hopes the comedic spot reminds people that working out at Crunch does indeed feel good.

“The campaign has been working so well, and it’s because it is rooted in the insight that we’re all feeling a lot of stuff right now,” says Chad Waetzig, the company’s chief marketing officer. “There's a lot going on in the world that isn't great. And fitness is a good way to reconnect with yourself and friends.”

Rather than beat consumers about the biceps with a list of those “not great” things, from high interest rates to global conflict, “it’s a metaphor," he adds. "And it's fun. Humor is always a great way to break through the clutter, and it fits our brand.”

Fans see Crunch “as offbeat,” says Justin Bajan, creative director at Familiar Creatures, the Richmond, Virginia-based ad agency that created the ads. “We’ve had a lot of debate about how to articulate that, but we wanted to get at that quirkiness and tongue-in-cheek manner the gym has had since it launched in 1989.”


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