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?