Face the fats

If you don't get this print ad, you're a moron. In all its simplicity, it communicates the insight in a recognisable, funny and relateable way. The visual is very effective in collaborating the insights: if you're overweight, you're unhappy about it and if you're overweight, you most likely want to change that.

In a perfect world, we would all have bodies resembling either that of Brad Pitt in Fight Club or Gisele Bundchen in, well, life. But this world is far from perfect, I'm afraid. You see more Rosie Odonalds and John Goodmans slumping around in our painful reality.

But it doesn't have to be this way. No, Speed-Fit provides the opportunity to combat the unhappiness attatched to being overweight by getting in shape. They promise a pot of gold at the end of the rainbow, you're just going to have to run all the way there to get it.

The visual of an overweight man's stomach resembling, in all its spectacular irony, a sad face provides a bit of comic relief. The comedic appeal of the ad entices you to pay some attention to what's written in the lower, left-hand corner. "Unhappy with the shape you're in?". People who have an issue with their weight or physical appearance look at this ad and think: "Yes, I am.". The humourous nature of the visual is dissarming and allows you to have a laugh at the situation depicted while still being able to relate to it.

So many advertisements concerned with improving your physical condition involve barbie and ken wannabees. They blindly promise that if you make use of the product or service being advertised, "you too could look like this"! I find those adverts mindless and insulting. This print ad simply states the obvious and offers a solution. Also, it's a concern if your stomach is capable of expression.