Recent scenes of Wimbledon’s finest physical specimens leaping about in the sunshine have got Baby thinking about hitting the gym. But the world of fitness, like dating, is cruel and unforgiving. The vast majority of gym advertising features hordes of aspirationally lean and well-muscled bodies, confidently using fun-looking equipment whilst looking well-hydrated and smug. However, this is one area of the marketplace which is almost unique in its potential to sell by making consumers feel bad. Here are a few of our favourite guilt-inducing, hilariously controversial gym ads.
We would be jumping in the car to avoid being named and shamed by one of these bus-stop scales, used in the Netherlands to advertise Fitness First.
Not only does this arresting image have us looking at our empty takeaway wrapper with disgust, this ad for Montreal-based Gold’s Gym also provokes us to literally ‘burn’ those empty calories. It doesn’t even need a slogan.
This one originates from our home soil, which it declares will soon be invaded by carnivorous, fat-guzzling aliens. Despite it’s light-hearted intent, it generated an avalanche of criticism.
Conceived in beauty-obsessed Brazil, this unappealing ad works both positively and negatively. On one hand, it forces the consumer to take a frank look at their waistline, but by quantifying each bulging belly as a long-distance run, it tries to suggest that something can be done about obesity.
This ad literally tells you to ‘trim’ the excess, or in this case the elephant, to become a better version of yourself. It does include a small tagline ‘spend more time on you’, but no-one is deluding themselves into thinking this ad is about inner beauty.
Another belter from Gold’s Gym Costa Rica, this series of ads focuses on articles of clothing as the unnamed victims of obesity. The human faces are humourously trying to encourage people to get fit and take some of the pressure off their overworked buttons.
We’ve just come across this ad from HTC, and we loved the concept… for about ten seconds.
Then we realised exactly why it seemed so strong – its a bit of an old one. Anyone remember Honda’s cog ad?!
Which makes this just about the laziest piece of advertising we’ve ever seen. Although of course, talent borrows, genius steals…
Loving these new Sandisk ads from Canada. Each is part of the general theme of so much fitting in something so small, which is a sensible enough message for a memory stick, but it’s the execution that we love.
The images are simple and cheekily drawn, and each one brought a smile to our face. It had never occurred to us before that you even needed to advertise memory sticks, but if you’re going to…
(source: Ad Goodness)
The Hopenhagen movement is one of the most positive things surrounding this year’s Copenhagen Conference, and one of the most active organisations putting pressure on the delegates to reach a radical solution. They’ve got hundreds of supporters, both individuals and businesses, with Coca-Cola being probably the highest profile of these.
And now Coca-Cola has produced it’s own ads which are starting to appear around the Conference. This does of course stink of being a publicity stunt, but equally the posters are beautifully illustrated. And there might just be some good in all these delegates coming out of their darkened rooms and being confronted by one of the world’s most powerful corporations demanding change…
(source: Hopenhagen via Notcot)
Posted in advertising, art, baby creative, Conservation, creative, drink, environment
Tagged advert, Coca Cola, conference, copenhagen, Hopenhagen
We love this ad, but it worries us. Selling is so often associated with lying (or at least being careless with the truth) that something this gritty or indeed truthful seems slightly out of place. Come through to the sales section of our think tank to tell us what you think about it…
This is a really clever use of unusual advertising space – the back of children’s backpacks. It is part of a campaign which aims to raise awareness about preventable injuries and to challenge the belief that most people hold that serious injuries only happen to other people (source / read more).
Canadian based advertising agency – Lowe Roche – created these ads to celebrate the polar bears long awaited return to the Toronto Zoo. Icons synonymous with the city were used to create the bears’ shape.