You’ve no doubt seen the Kmart Joe Boxer ad. Male models in tuxes, and boxers, playing a bell choir as if inspired by Elvis Presley. The Waynesboro Family YMCA is riffing off the viral video to promote its Black Friday membership drive.
“We were looking for a fun way to get the word out,” said Jeff Fife, the executive director of the Waynesboro Y.
Augusta Free Press produced the Y’s take on “Show Your Joe Boxer.” The video stars Fife along with YMCA staffers Tony Cooper, John Spears and Norm Wright and board of directors members Rob Rule and Bill Hausrath.
The video starts with the group playing bells as in the Joe Boxer viral ad. The group stops at the point where the male models in the Kmart commercial put down their bells and begin with the hip gyrations, with Hausrath walking off the set saying, “My wife said this was a bad idea,” and Rule following not far behind.
Fife then convinces the remaining group members to spell out Y-M-C-A.
The Black Friday promotion offers prospective new members the chance to sign up with no joiner’s fee, no contracts and a free month’s membership.
More information on the Black Friday promotion is online at www.WaynesboroYMCA.com.
Augusta Free Press is a full-service website design, graphic design, video production and marketing firm based in Waynesboro, Va.
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