GE pioneers the kitchen workout in 'Strong as Steel' infomercial

Is that Snuggie getting a little too snug? This won't help.
  "Hold on to your pots and pans and get ready for the newest and coolest fitness routine that is sweeping the nation!" So begins this "Strong as Steel" video, which has all the trappings—cheesy New Age Lite music, nitrous oxide-induced testimonials, pep talk from Biggest Loser host Alison Sweeney—of your typical workout-equipment informercial. But "Strong as Steel" is a parody that promotes ... GE kitchen appliances. Created by marketing agency Interference and social-media shop Youcast, it shows telegenic trainers feeling the burn of oven crunches and fridge pushups—probably not the best setting for a workout if you really want to lose weight.
  "Four weeks into the campaign, we've got a lot of hits and great comments, people asking, 'Is this real?' " says Interference CEO Sam Ewen. "It's a big departure for GE." "Everyone tries to reach appliance consumers in the same way, but this was a way to smile about appliances," adds Paul Klein, GM of branding and advertising for GE's consumer and industrial business.
  Everything links to a GE microsite, which has info about a three-month offer for a free upgrade to stainless steel on certain GE refrigerators, ranges, dishwashers or microwaves. And GE is actually selling a 22-minute "Strong as Steel" mock-workout DVD for $9.95 at the Yahoo! Store.

—Posted by Becky Ebenkamp