Local gym pokes fun at Mel Gibson in new ad

BOSTON -- A local gym has turned Mel Gibson’s mad rants into an ad, touting their gym as a good place for anger management.

The company behind Boston Sports Clubs put out the ad that pokes fun at the big-name celebrity. The ad appeared in several newspapers on Monday.

The one-day advertisement turned Mel Gibson’s recently publicized rant into a promotion for using exercise to help reduce stress and anger.

"The goal, of course, is to be relevant and timely and stand out from everybody else that's in the news and advertising world," said Town Sports International representative Laura Hoover.

The ad goes on to say new members can get “August for free,” then jokingly mentions that “Mel, you get September too.”

Monday’s ad is part of a larger campaign launched in June that uses timely topical humor to grab the readers’ attention.

"We want to be on someone's list when they decide they want to get started on a fitness program," said Hoover.

Recent ads took a jab at oil executives, and a New York-only advertisement made light of LeBron’s move to Miami.

"We try to be relevant to what's newsworthy or current, or seasonal as well," said Hoover.

These new ads are not just being used to promote Boston Sports Clubs. They are also running in other cities where the company has gyms.

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