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Impersonal Trainers

Published on .

At this point, the DiMassimo Brand Advertising Crunch Fitness work has such a reputation for being different, it's not a big surprise to find a campaign that mock-showcases Crunch trainers, driven by idiotic copy presented in a sort of Playboy centerfold style. But even if you're going to have joke text like "Turn-offs: Tube socks, Wednesdays, Victorian architecture," surely it's an easy enough matter to find some perfectly photogenic real trainers, instead of the models we're told were used instead? "To be honest, we didn't pay the models enough to make it worth a real trainer's time," says Mark DiMassimo.

Client: Crunch Fitness Agency: DiMassimo Brand Advertising ECD: Mark DiMassimo ACD: Julie Lamb Marsh AD: Joe Kantrowitz CW: Phil Gable Photographer: Abe Spear

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