to be such a product. Stettler persuaded the company to finance a tour of $360,000, while the festival was renamed The Swatch Watch New York City Fresh Fest. Russell Simmons did not want to take the Fat Boys on the tour, because nobody had heard of them at that point. Stettler went to an old Tower Records store on 4th Street and Broadway, and handed out 5,000 flyers that read: "Guess the weight of the Fat Boys and the person who does wins 800 cans of Diet Pepsi and one dollar." Thousands of children lined up at the Tower Records store to participate. Stettler put the group members on the scale; at that time they weighed together. In the end, a boy from Harlem won. Channel 2 News filmed this event, including the delivery of the soft drink, but police did not respond when it was stolen a short time later. The next day, Stettler saw in the newspaper that The Jackson 5 was going to be reuniting at a concert in October 1984. He called his wife and part-time partner, asking her to write a press release saying that the Jackson 5 have picked the then-still-unknown group the Fat Boys as their opening act. Stettler distributed this press release across the city. The next morning, Stettler and The Fat Boys appeared on the TV show Good Morning America. When the host turned around to The Fat Boys, they did not know what to say. They simply said: "Brrr, Stick' Em! Ha-ha-ha, Stick 'Em!", due to it being the group's popular song at the time. Russell Simmons agreed to add The Fat Boys to the lineup of the festival, which included Run-D.M.C., Kurtis Blow, Whodini, Newcleus, and The Dynamic Breakers. The first concert of the tour took place on Labor Day, September 3, 1984. For 27 concerts in the United States, the organizers raised $3.5 million. The festival was accompanied by advertising on television. In 1985, this was followed by Fresh Fest II, which included the same acts, with Grandmaster Flash and the Furious Five replacing Newcleus. Film and television At the time, the American office of the company Swatch was tasked with trying to advertise its product to American audiences. The company was known for using offbeat campaigns, and agreed to feature the Fat Boys in a commercial for the watches on MTV. The video "Brrr, Swatch ’Em!" was