Back in 1998, I had the opportunity to work on a direct response infomercial that would make waves across the globe. The product? Brenda Dykgraaf’s “Lean Leg Machine.” The campaign was an exciting blend of fitness, celebrity, and international appeal—a true testament to the power of direct response TV marketing.
The Roots of the Campaign
Before we dive into the Lean Leg Machine, it’s worth mentioning where this all started. Brenda Dykgraaf wasn’t new to the infomercial world. She had already made a name for herself in the earlier Bruce Jenner program “Starclimber Plus.” That exposure introduced her to a broad audience, setting the stage for what was to come.
When Brenda teamed up with us to launch her Lean Leg Machine, we knew we had something special on our hands. The product was designed to tone and sculpt legs with ease, appealing to anyone looking to improve their fitness. But we needed to create an infomercial that could capture that appeal and translate it into sales—not just in the U.S., but around the world.
A Dynamic Presentation
To showcase the Lean Leg Machine, we decided to feature a segment that would grab attention and resonate with viewers. That’s when we brought in the Tampa Bay Buccaneers Cheerleaders. These athletes were the epitome of fitness and energy, and watching them incorporate the Lean Leg Machine into their workout routine was inspiring.
This segment was more than just a demonstration; it was a powerful visual that communicated the product’s effectiveness. Seeing the cheerleaders effortlessly incorporate the machine into their routines made it clear that this wasn’t just another fitness gimmick—it was a tool that could deliver real results.
Global Reach
What made the Lean Leg Machine campaign stand out was its international appeal. We produced the show for the global market, and it took off in a way that few infomercials do. The program was eventually selling on five continents, and we dubbed it into seven different languages to reach as wide an audience as possible.
This kind of global reach is a dream for any marketer. It’s one thing to have a successful product in one country, but to see it embraced around the world is truly special. The Lean Leg Machine became a household name in markets as diverse as Europe, Asia, and South America.
The Legacy of the Lean Leg Machine
Looking back, the success of the Lean Leg Machine wasn’t just about the product itself. It was about how we positioned it, the story we told, and the way we connected with audiences on a global scale. Brenda Dykgraaf’s credibility, combined with the dynamic presentation and strategic international marketing, created a campaign that resonated with millions.
For me, working on this project was a reminder of the impact that direct response TV can have. It’s about more than just selling a product—it’s about creating a connection with viewers, inspiring them to take action, and ultimately making a lasting impact in their lives.
The Lean Leg Machine may have started as just another fitness product, but through the power of direct response marketing, it became a global phenomenon. And that’s something I’m proud to have been a part of.
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