Gold's Gym: Whipping

Save Your Body

Advertising Agency: Red Azul Publicidad, Guatemala
Creative Director: Sergio Marroquín
Art Director: Heber Pérez
Copywriter: Sergio Marroquín
Illustrator: Heber Pérez
Photographer: Pablo Ramírez
Producer: Alberto Sazo

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17 comments

vote4pedro's picture
vote4pedro
4601 pencils

I see no reason to associate a gym with religion. Particularly Gold's Gym. Completely wrong for the brand.

Gi_bo's picture
Gi_bo
1385 pencils

And there is no reason not to either!! . Ad is nothing extraordinar but ,It´s not wrong for the brand like you say

GiBo

vote4pedro's picture
vote4pedro
4601 pencils

there's not just one reason not to. i can think of several. there's no connection to gold's gym and religion. forcing one does not convey any sort of benefit. and may actually offend both religious and non-religious members. aside from that, it's a bad ad any way you look at it.

TheWasteBin's picture
TheWasteBin
108 pencils

Pedro, right on with your comment. No reason to associate religion with Gold's Gym. Also, gym members don't want to be reminded that working out is hard, or a penitance as the ad suggests. Give them a reason to come to your gym by being positive and motivational. Don't give them a reason not to come by implying punishment. People workout because it makes them feel good, it's all about the payoff AFTER they're done torturing themselves.

Gi_bo's picture
Gi_bo
1385 pencils

Torture??, Offended people??, oh PLEASEE!! Well then,you both clearly havn´t understood which are the targeted with these ads. Don´t confuse the reasons why you particularly would join a gym with that of other people. If Golds Gym was aiming at common amateurs which enter the gym cuz they feel slightly insecure because of the extra piece of meat hanging from their tit, or for those who use it as a means to socialize, then their communication would be different. But any twat would understand that this campaign is not for those, but the other group, bodybuilders, heavy users, and people that would eventually feel identified with what they see here, and those people like the "torture", actually, thats a very important part for them.
But I do agree, the ad is nothing great!!

GiBo

TheWasteBin's picture
TheWasteBin
108 pencils

Gi_bo. Definitely not saying this will offend a bunch of people because of its tie to religion. And obviously they are not targeting your everyday Joe, but committed bodybuilders and heavy users, as you said. But even for these people, the torture is not the focus of going to the gym, working out or belonging to a gym, nor is it the strongest way to approach this issue. After all, they are trying to "build" something, even if tearing muscle down and tearing your body up are part of the process. The angle seems inefficient, and doesn't tie into the stronger sell of fitness, health, or even extreme bodybuilding, which for everyone, is positive self image. We all like to look in the mirror after a workout, no? Just my opinion.

vote4pedro's picture
vote4pedro
4601 pencils

I've worked out 5 days a week for the past 15+ years. So I might have some insight into the mind of a gym rat. People don't work out because it is hard. When you work out that often, it's not hard. It's actually pleasurable. So to associate it with some sort of religious sacrifice is just dumb. It sounds like it's coming from someone who doesn't understand the mentality of someone who works out. People work out because of the way they look and feel. So again, this ad completely misses the mark.

Gi_bo's picture
Gi_bo
1385 pencils

"No pain, No gain" that´s what it´s all about. And this has nothing to do with sacrifice

GiBo

vote4pedro's picture
vote4pedro
4601 pencils

It doesn't look like you understand the ads you're trying to defend. They depict religious sacrifice by Jesus to save your soul. The obvious analogy being your sacrifice at the gym to save your body. Again, people who work out this much do not see working out as a sacrifice. It is a reward in and of itself. These ads were done by someone on the outside looking in. And they miss the mark completely.

vote4pedro's picture
vote4pedro
4601 pencils

It doesn't look like you understand the ads you're trying to defend. They depict religious sacrifice by Jesus to save your soul. The obvious analogy being your sacrifice at the gym to save your body. Again, people who work out this much do not see working out as a sacrifice. It is a reward in and of itself. These ads were done by someone on the outside looking in. And they miss the mark completely.

TheWasteBin's picture
TheWasteBin
108 pencils

vote4pedro. He's not going to get it man. For people that do work out as a lifestyle, indeed, the reward is in building of the self mentally and physically, not in the hard work that is required to do so. That part is understood. The ad doesn't communicate the right message.

andylefty's picture
andylefty
4533 pencils

Pun is alright.

goranflr's picture
goranflr
258 pencils

Well, I go to the gym since several years ago, and I know the feeling that they are trying to communicate here. You suffer to save your body, in the same way that, in religion, you suffer to save your soul (you make "penitence").
I think it's very accurate and clever.

MicheleVirgilio's picture
MicheleVirgilio
2617 pencils

hmm not so bad

Milan Solanki's picture
Milan Solanki
986 pencils

had the guy in the visual been obese, the concept would have fit

bobby666's picture
bobby666
1460 pencils

good concept, i like it...

adgoodie's picture
adgoodie
176 pencils

Actually, you CAN relate gym to religion. I don't know about Gold's particularly, but in ancient Greek times (you know, those people who invented the Olympics - the most athletic competition ever) were BIG on religion. In fact, the Olympics were meant to honour the gods. So, you could argue there IS a relation.

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