I like to think that I Google my full name less frequently than a lot of people. The various little efforts to boycott Google may have skewed the statistics to the point that I am above the median level of self absorption. Anyway, I was very surprised to find out that Martin Higgins was doing something very subversive and somewhat entertaining. He has apparently been infiltrating Fat Acceptance groups and directing them to protest against Anti-Gym a company that uses advertising that is designed to offend fat people. The catch is that he is working for Anti-Gym.

This kind of guerrilla marketing is an invention born of necessity to some degree because the face of Anti-Gym, Michael Karolchyk, is finding that many media outlets are responding to public outrage by pulling his commercials. It’s interesting to note that with the guerrilla marketing, the same media companies that shy away from selling him advertising space will probably give him free publicity by covering the protests. Michael Karolchyk regularly comes out of his gym and addresses the protesters using a bull horn.

Here is a short and very bizarre video, I think the older guy is Martin Higgins…