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Published/Aired: 
July 2006

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Description: 

Lift way beyond your limits.
The group weights workout that helps you achieve incredible levels of strength.

Advertising Agency: Draft, New Zealand
Creative director: Chris Hunter
Writer: Rob Banks
Art director: Tony Clewett
Photography: Fraser Clements (IDC)
Retouching: Jason King (The Lounge)

Comments (2)

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Highest Rated

o.m's picture
o.m
Activity Score 354

but why only lonely, deserted highways..
is that the only way to depict roughness

ivan's picture
ivan

I'm a natural bodybuilder myself and I can very much relate to this campaign. I love the surreal roughness and Hulkesque destruction. The campaign gives me the impression that if I work out with these guys I will be a kind of superhero. Cool stuff.

o.m's picture
o.m
Activity Score 354

but why only lonely, deserted highways..
is that the only way to depict roughness

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