Awesome new invention launched by Virgin Active today … no ifs, nice butts

What’s more our pants idea got some rather splendid coverage, with Daily Mail, Daily Mirror, City AM, Grazia, Pocket-Lint, Digital Spy and a host of others picking it up as a favourite.

Meanwhile Capital FM Breakfast’s very own Dave Berry was seen sporting them on air as he tried to work off his breakfast in clenches. Of course they saw fit to give Virgin Active a cheeky mention!

Oh … and the marketing trades rather liked the story too. Hence we found ourselves with memorable mentions across Campaign (who used our story as their own April Fool’s story), Marketing WeekMedia Week, The Drum and AdWeek … even Management Today got in on the act.

What a “cracking” day’s work.