Out of Shape


We are starting to see a lot more boundary pushing in all mediums, which is great, but we have to keep in mind that a really smart idea doesn't replace a brand message. What do we know about "Fitness Company" after seeing this billboard? All I know is they have hired some clever advertisers - I don't know anything about the gym. Maybe I'm being to critical and should just celebrate the creativity. This billboard might work, for now. But at some point, when "non-traditional" thinking continues to become more traditional, brands are going to have to start saying something about who they are and what they do. Your thoughts?

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16 comments:

jakobus said...

Your dilemma would be justified if this was the only line of communication that the fitness company is using. I can’t imagine that little known company would invest the entire advertising budget in one good joke. So all that I can say, from the point of creativity is - a good one…

Littlejohn said...

You're right - you have to view the work in context of a brand's other communication. This ad might work to increase brand presence, but still, it feels empty of much meaning. I think as advertisers we love this stuff, but I'm not convinced this type of work says much to consumers about the brand. If this ad is a one shot - I agree - it's a nice thought. But for me it ends there.

StrangeTheory said...

From a brand message standpoint this ad left me a bit cold. (Not to say I didn't laugh my butt off when I saw it.) Brand messages need to work together AND stand alone. Unfortunately this ad is simply a joke with no real brand punchline. Is this gym filled with a bunch of fat sweaty guys? The ad is for a gym isn't it?!

Anonymous said...

I've been saying the same thing for a while now. A few of us had quite a blogscussion about the Party Poker ad with the missing poker-playing dogs. My point was that the only thing it told me was I could play online poker online. Uh, I kinda already knew that. All I ask for is SOME information that would make me choose that site over the 10,000 other poker sites.

Littlejohn said...

Exactly

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