Gold's Gym: Ass

Advertising Agency: Bleublancrouge, Montréal, Canada
Creative Director: Gaëtan Namouric
Copywriter: Jonathan Rosman
Art Director: Sébastien Deland
Client Services: Line Desjardins
Photographer: Alain Desjean
Retoucher: François Brisson

15 comments

SeanMartin's picture
SeanMartin

Well, that's making a point, isnt it. Subtle use of the logo -- almost too subtle. Still, an effective series. My only concern is that by using such "tough love" lines, it might further alienate the people it seems to be targeting. This approach might have been more palatable during the headier 80s and 90s, but now, with folks feeling psychologically attacked on all sides, with worries about jobs and money and health and everything else, positioning yourself with yet another assault might not have been the sharpest move. I'd be curious to know how effective it was.

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No, I am not a media buyer.

dshott's picture
dshott
475 pencils

That's along the lines of what I was thinking.
Pretty risky.

copywriter.txt's picture
copywriter.txt
828 pencils

This one is the best headline of the lot. You guys could have used a squeeze bottle with Gold's Gym logo for this ad.

Guest commenter's picture
Guest commenter

this joke is so old. these are all terrible. terrible art direction. stupid writing. F minus...

Ed Mintone's picture
Ed Mintone
585 pencils

awesomeness x3

Guest commenter's picture
Guest commenter

The art direction on the ball is tight, but it weird to see text typed on a exercise ball.

I like the way the logo is handled.

Of the three I think this headline is the weakest. Mostly because it's a line I've heard before.

Good stuff though guys.

coolcatdaddy's picture
coolcatdaddy

I'd like to see this campaign paired with a series of tv ads where the exercise equipment insults people as they walk by the window of the gym.

One can never have too many sadistic insults in advertising.

FULLYLOADED's picture
FULLYLOADED
83 pencils

like it. Cos it makes me feel crap.

Guest commenter's picture
Guest commenter

I really like the concept, but I agree with some others that being so negative will turn off a lot of people...especially women. I remember in college someone told this girl she looked like a pear and she started crying. I say go with the concept but put a more positive or motivational spin on it such as:

It takes balls to get back in shape
So when you're serious, you know where to find them.

Good luck and I look forward to seeing your next ads!

Guest commenter's picture
Guest commenter

I really like the concept, but I agree with some others that being so negative will turn off a lot of people...especially women. I remember in college someone told this girl she looked like a pear and she started crying. I say go with the concept but put a more positive or motivational spin on it such as:

It takes balls to get back in shape
So when you're serious, you know where to find them.

Good luck and I look forward to seeing your next ads!

Guest commenter's picture
Guest commenter

LOL

Guest's picture
Guest

OH, how CREATIVE it is to just COPY lines/puns we read and heard like three thousand times EVERYWHERE, from postcards to comics, to Barbara Kruger (I wonder if this is even legal).
And to complete this masterpiece, one of the worst art direction EVER. Wonder if they paid you for this, just hope there's some king of assistant or poor student staging behind this.
[sorry for my bad english, i'm italian]

Guest's picture
Guest

whoops, meant Anne Taintor, not mrs. Kruger.

Andrey Vaslit's picture
Andrey Vaslit
210 pencils

jajajaja a painful truth xD
get in shape!! xD

Guest's picture
Guest

I don't care for the fact it is so pointedly targeted at women. Men have fat asses too! =P Nah, it would be better if it weren't just so 7th-grade-humor.

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