Fat People Chasing thin People on Treadmills, Oh My!

Publicis Jakarta Indonesia has released a print campaign for Indy Gym that operates on the carrot and the mule theory –or something like that.

The tagline is” “The more you move, the closer it’ll get.”

For some reason, when we saw this, we were reminded of that controversial billboard in San Francisco, years ago, that read “When the aliens come, they’ll eat the fat people first.” A UK gym used a similar slogan in 2010 that went over with unfavorable similar results.


We’d love to offer deeper analysis, but we need to go exercise ourselves. Carry on.

Ad Credits 

Advertising Agency:Publicis, Jakarta, Indonesia
Chief Creative Officer:Kike Gutierrez
Art Director:Wahyu Wongkuru
Copywriter:Ajie Artotian
Creative Group Head:Kerry Dwi Karisma
Agency Producer:Anzelma Kariko, Rani Rauf
Post Production:Anti Kedip
Account:Carin Amanda, Nethie Herawati



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