Saw these ads in the Newtown Fitness First last week and was very taken by them - especially the one of the woman at what looks like Burning Man in the desert. It's not your typical posed perfection gym brand photo - the whole series takes a bit of risk: the mum climbing the rocks while her kids watch from below, the naked people on the rooftop probably at 8am after a great night out partying (which we know NOTHING about!), and the granny in the gay nightclub.
Questions in headlines are an easy way to engage readers - and the simple pay off here of the "Fitness First" logo as the answer to the question is suggestive but not over-powering. It's not saying Fitness First is the be-all end-all in your life, but rather implies that your time spent at the gym has given you the confidence be naked in broad daylight, to endure a week in the desert, to throw yourself into the middle of a dancefloor.
Well done to VCCP Sydney and its client Fitness First for doing something interesting in a category that often defaults to trite health images.