Some long time residents of Greenwich Village are butting heads with a relatively new business over its larger than life advertising campaign. NY1's Rebecca Spitz filed the following report.

What better way to start the new year than with a healthy dose of self promotion. That's what's happening at the Equinox fitness club on West 12th Street after the building was recently wrapped in a giant advertisement -- much to its neighbors' disgust.

"It's extremely offensive, totally out of keeping with the neighborhood and I can't understand what they were doing, what they were thinking of," said Greenwich Village resident Norman Kahn.

The multi-story signage was put up during the last week of December and immediately ignited a backlash within the landmark neighborhood.

"Not only do my apartment windows face on to this but I own three businesses on the block and you better believe if I took pictures of half naked bodies and stuck them from one end of the building to the other, they would shut me down in five minutes. How come these people get permission to do this?" asked Greenwich Village resident Nicky Perry.

The Department of Buildings says the signs were installed without proper permits and could pose a risk to the public. And while the city's Landmarks Preservation Commission is supposed to rule on any changes in an historic neighborhood, it says Equinox never sought its permission either. That agency has since sent Equinox a warning letter.

"We are not going to stop until these are removed. They are offensive, they are illegal and it's really just an affront to the neighborhood," said city preservationist Andrew Berman. "They're not being good neighbors, they're being bad neighbors and they should know better."

In fairness, NY1 did find some residents who think the sign is just fine.

"It's quite stunning, when you're coming down it's like 'Whoa, people' but it's kind of fake, that's what I don't like about it," said one Greenwich Village resident.

"It's definitely big but I think you only notice it if you're coming from a certain side where you get the perspective, but otherwise if you're walking down the street you really don't see it," said another Greenwich Village resident.

NY1 tried to get Equinox's side of the story, but the club wouldn't comment except to say they believe their advertising campaign is being well received.