Muscle Flex Inc. announced this morning that it has chosen Showreel International Inc. to produce the Muscle Flex Beagle StepFit(TM) Pedometer 2-minute commercial. The commercial has been scheduled to be filmed on Monday, October 19, 2009 for the November 2009 product launch.

An innovative film and video production company known for thinking out of the box, Showreel delivers intelligent, engaging productions that resonate with their target audience. For 25 years the company has created and produced numerous visually stunning award-winning projects for organizations such as Sony, Alcoa, Revlon, Taser International, Herbal Essences, Johnson & Johnson and Gillette.

The Muscle Flex has made innovation and, most importantly, brand integrity its priority to build unequivocal trust in consumers. Muscle Flex is one of the only companies that offers a lifetime guarantee on most of its products and develops its commercials through positive and energizing messages. Sharing the same mindset, Showreel’s two directors, Eric Jackson and Iain McLean, work together to bring their extensive experience and forward thinking creative expertise to all of Showreel’s productions.

Erin Jackson commented, “In today’s infomercial environment people feel let down, taken advantage of and are beginning to ignore any approach or communication that feels disingenuous. Just like Muscle Flex CEO, Danny Alex, we believe in giving the consumer intellectual credit. There is nothing that anyone is going to buy off of television that is going to ‘revolutionize their lives’; there is nothing that has miraculous, unexplained power; and no one is going to buy a product because its ‘value’ is $195.00, but if they act now they can get it for $19.95 — those days are over.”

Iain McLean added, “Today’s environment is much different and consumers are more educated after 15 years of product pump and dumps. Muscle Flex and Showreel have the opportunity to be the first to truly innovate, rebuild trust in the consumer and build a world class brand in Muscle Flex. This is exactly what we intend to do with every Muscle Flex production that we are involved in. It was a natural fit to partner with Danny Alex and Muscle Flex. Danny is a colorful spokesman for Muscle Flex with natural charisma and genuinely cares about people. He is real, his message is honest and authentic and it is our job to capture that. As Danny says: ‘It all happens one step at a time.’”

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