The 'Beat Your Own Weight' Ads Pose a Challenge for Viewers
Laura McQuarrie — June 29, 2013 — Lifestyle
References: coloribus & creativecriminals
The 'Beat Your Own Weight' advertisements for the Gustavo Borges Gym depict obese cartoons attempting to lift their own weight. The advertisements clearly show that the weights that you'd normally use at the gym have been set aside and the characters attempt to bench press and dead lift their own weights.
The clever 'Beat Your Own Weight' campaign for this Brazilian fitness center was created by Heads Propaganda. The advertisements show the struggling heavy gray characters against a colorful backdrop. The cartoon weightlifters look as though they have been sculpted from clay, giving them skin that is the opposite of rippling with tight muscles.
Looking at these advertisements poses a challenge to onlookers, daring them to join the Gustavo Borges Gym and succeed at being able to lift more than their own weight.
The clever 'Beat Your Own Weight' campaign for this Brazilian fitness center was created by Heads Propaganda. The advertisements show the struggling heavy gray characters against a colorful backdrop. The cartoon weightlifters look as though they have been sculpted from clay, giving them skin that is the opposite of rippling with tight muscles.
Looking at these advertisements poses a challenge to onlookers, daring them to join the Gustavo Borges Gym and succeed at being able to lift more than their own weight.
Trend Themes
1. Interactive Fitness Ads - Using interactive elements in fitness advertisements that challenge viewers to beat their own weight.
2. Body-positive Marketing - Promoting self-acceptance and inclusivity by showcasing diverse body types in fitness campaigns.
3. Creative Gym Promotions - Utilizing innovative and attention-grabbing advertising campaigns to attract new gym members.
Industry Implications
1. Fitness and Wellness - Disruptive innovation opportunity: Developing exercise equipment or programs that emphasize beating one's own weight as a fitness goal.
2. Advertising and Marketing - Disruptive innovation opportunity: Incorporating interactive elements in advertisements to engage viewers and challenge them to overcome personal barriers.
3. Creative Design and Sculpting - Disruptive innovation opportunity: Offering unique sculpting techniques and materials to create eye-catching and memorable visual campaigns for businesses.
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