Crunch Fitness: Feel Good. Not Bad.

Crunch Fitness, one of the fitness industry's leading high-value, low-price gyms, today announced the launch of its uplifting "Feel Good, Not Bad" campaign. In partnership with creative agency Familiar Creatures, this new brand mantra aligns with Crunch's mission to make serious fitness fun through a huge variety of engaging experiences that allow all members to escape life's inevitable bad moments. Working out at Crunch is where members can feel the good and find that reprieve from the bad. The brand brings this concept to life with 30- and 15-second commercial spots 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.