Gold's Gym: Donuts

Advertising Agency: Bleublancrouge, Montreal, Canada
Creative Director: Gaetan Namouric
Art Director: Sebastien Deland
Client Services: Anne Gouin
Photographer: Alain Desjean
Retouchers: Claude Lafrance, Gabriel Carbonneau

March 2011


Jaap Grolleman's picture
Jaap Grolleman
6992 pencils

Well I wonder, what is the first step that most people take for losing weight, taking a healthy diet or going to a gym? I suppose it's the first. But even despite that this ad still communicates pretty well, although a bit of copy wouldn't hurt. We (visitors of AotW) tend to like abstract ads, not sure if the regular reader will fully understand this quickly enough before turning the page.

morse's picture
17002 pencils

Fantastic photography!

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

atb2005's picture
13561 pencils

I am not a fan of the Gold's Gym campaigns by this agency. I like the old ones by Jotabequ, Costa Rica, which were funny and eye catching.

Tommy G.'s picture
Tommy G.
897 pencils

Great set of photos

Lüerzers's picture
108 pencils

This is an example of ads that bet on craft more than on real insights. Playing with words should be forbidden nowadays on advertising.

Don't let it go to your head.
L.A.O.S -

Billybell's picture
373 pencils

really agree!!!!

Boxey's picture
8881 pencils

I don't get it.

ace85le's picture
3939 pencils

It's "burn fat."


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Nicolas 123's picture
Nicolas 123
51 pencils


arthor's picture
515 pencils

earth shattering art direction

Helmet Chrome's picture
Helmet Chrome
260 pencils


createwitty's picture
204 pencils

nice illustration...not a great insight..but delivers the message perfectly...agree wid jackmancer, a headline wudnt hav hurt...overall quite neat..

ace85le's picture
3939 pencils

Love the look & feel. But I agree that a bit of copy would be better.


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Molecule's picture
435 pencils

the image IS the headline in this case, and there is nothing wrong with playing with words.

lspyle's picture
4 pencils

yeah I wasn't sure I got it right away either...the closest I came before reading the comments was "burn off the doughnuts (at Gold's Gym)"

arthref's picture
3 pencils

awesome idea, horrible art.
more than a burnt doughnut, it looks like a dog shit...

iwannatalktosamson's picture
701 pencils

From someone who's worked on this account, I can say this is an incredible idea.

JJ Bukit's picture
JJ Bukit
17 pencils

Exactly the same idea:

Photographer ad published on Luerzer's Archive Mag 2 months ago:

JJ Bukit's picture
JJ Bukit
17 pencils

It's on the web: , and then click: english

Re Dator's picture
Re Dator
28 pencils

definitely, that ad would not be approved in Brazil. At least not the donut.
Here, "burning the donut" is a very popular expression that means ... well, I think you know what it means

JJ Bukit's picture
JJ Bukit
17 pencils

hahaha...burning the ad for lubrificant gel! That's a different idea...haha

Caribou's picture
6 pencils

Love it.

soryana's picture
155 pencils

great idea, but for me the photo which appeared in the ad is not clear like the old one


Glut's picture
3937 pencils


Sébastien Heinz's picture
Sébastien Heinz
24 pencils

Sébastien Deland est un king du Copycat ! PLAGIAT, PLAGIAT.

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