Wednesday, December 07, 2011

Award-winning pilates ad mocks fat asses.

(click ad, via)
For Pilates with Gerda, in Istanbul. Quite clever/creepy art direction; the ad just won a Gold at Europe's Epica awards. But, if you were a Turkish woman, would this negative-sell ad motivate you to take a class with Gerda? Previously, Gold's Gym mocked fatties with facebook-themed print ads. Keep in mind that the real version of this ad probably had a bigger logo. Previous fatty-mocking ads: VespaSwiss mountain bikes. • Estonian beauty clinicRomanian spa.


Blogger snpelinakman said...

No dear copyranter, I m a Turkish woman, it doesn't effect my motivation. As a matter of fact, if I have a butt like this, it shouldn't. Nice idea.

11:04 AM  
Blogger Vinnie said...

I love the execution. Brilliant Photoshop work. Still, the ads are stupid, not clever. People seem to focus on the negative sell, and not on the fact that pilates is not the most efficient way to lose weight. If your butt is as big as the one in the ad, you must be 300+ lbs. Will Pilates help you lose much weight? No. Will you be able to, say, swan dive, roll over, or shoulder bridge? No. In my opinion, pilates is for people who need to lose little weight or who just want to stay toned, once they've lost weight. This is not what this campaign is communicating.

11:27 AM  

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