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Published on 01/18/1999 All articles from this issue

Steve Young commercial, Los Altos on national TV

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Town Crier Staff Report

If you're tuned to CNN, ESPN or CNBC and see the San Francisco 49ers star quarterback Steve Young running on a treadmill, you may be surprised to know that much of the commercial was filmed in and around downtown Los Altos last month.

In the commercial for ProForm treadmills, Young and his dog, who does much of the talking, visit Al's Barber Shop on Main Street and wind up on the cozy front porch of Irene and Barry Grenier on Orange Avenue.

The commercial was released Dec. 31 by ICON Health & Fitness of Logan, Utah, which claims to be the world's largest manufacturer of in-home fitness equipment.

In addition to ProForm, ICON puts out NordicTrack and HealthRider brands.

The theme of the commercial is based on a humorous slice-of-life scenario to emphasize that treadmills provide better exercise than a walk around the block. The fast-paced TV spots have television viewers tagging along as Young takes his dog for a well-intentioned, but disruptive walk.

As the two make their way through the neighborhood, they're interrupted by a cast of characters, including nosy neighbors, young boys wanting to play catch, a tandem of female admirers, skeptical fans ("Steve, third and 18, draw play - who called that play?") and annoying oncoming traffic.

At the end of the walk, the only thing the dog has managed to exercise is his droll wit, which viewers are privy to throughout the commercial.

Back inside the house, Young proceeds to enjoy a vigorous treadmill workout. The spot closes showing the dog getting on the treadmill himself.

Young's association with ProForm is a natural fit, according to Colleen Logan, ICON's director of marketing. Logan said Young is a celebrity "beyond reproach," one who lives a life free from drink and drugs, reflective of the quarterback's Mormon religion.

"The older I get, the more I understand the importance of exercise," Young said, "not just as an athlete, but as a person who wants to enjoy life."

Logan said the company's point in the commercial is: "A walk is just a walk, but a treadmill is a workout." She said the commercial is getting good response.

As for choosing Los Altos, Logan said, "We wanted a place that looked like a quiet, old-fashioned neighborhood that's like Main Street, U.S.A., and we needed great weather." Los Altos fit the bill.

"Come on, Al's Barber Shop, 50 years in business? You can't miss," Logan said.