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?



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.

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