Going beyond its "No Judgements" positioning, Crunch Fitness has launched a rebranding effort led by an even more inclusive "We All Crunch" philosophy. The multimedia campaign, created by Mother/New York, features puppet-like representations of typical Crunch types, known as Crunchers, who have their own bios and their own ads, some fashioned as comic strips. Seen here is Mercedes, who, as writer Todd Lamb explains, is a "26-year-old outspoken, high-maintenance girl who knows she has it going on." The PDF includes ads featuring, for example, Beth, a "24-year-old brooding, book-loving, Smiths record-collecting goth girl"; Nancy, "68, deaf in one ear, a demon in the boxing ring"; and Bruce, "35-year-old 'nice guy' bartender, loves his mom, has a thing for showtunes." As Lamb notes, "They all work out for different reasons."