Whipping

Campaign
Agency Network: 
Published/Aired: 
November 2011
Gold's Gym:  Whipping

Description

Print advertisement created by Red Azul, Guatemala for Gold's Gym, within the category: Health.

Caption

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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vote4pedro's picture

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

vote4pedro
Activity Score 4601
Copywriter
gioborde's picture

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

gioborde
Activity Score 1387
Art Director at LEO BURNETT |

GiBo

vote4pedro's picture

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.

vote4pedro
Activity Score 4601
Copywriter
TheWasteBin's picture

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.

TheWasteBin
Activity Score 108
Copywriter at Deluxe Corporation
gioborde's picture

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!!

gioborde
Activity Score 1387
Art Director at LEO BURNETT |

GiBo

TheWasteBin's picture

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.

TheWasteBin
Activity Score 108
Copywriter at Deluxe Corporation
vote4pedro's picture

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.

vote4pedro
Activity Score 4601
Copywriter
gioborde's picture

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

gioborde
Activity Score 1387
Art Director at LEO BURNETT |

GiBo

vote4pedro's picture

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
Activity Score 4601
Copywriter
vote4pedro's picture

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
Activity Score 4601
Copywriter
TheWasteBin's picture

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.

TheWasteBin
Activity Score 108
Copywriter at Deluxe Corporation
andylefty's picture

Pun is alright.

andylefty
Activity Score 4535
Graphic Designer at Central Saint Martins College of Art and Design
goranflr's picture

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.

goranflr
Activity Score 259
Copywriter
MicheleVirgilio's picture

hmm not so bad

MicheleVirgilio
Activity Score 2617
Milan Solanki's picture

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

Milan Solanki
Activity Score 996
Copywriter at Purple Phase Communications
bobby666's picture

good concept, i like it...

bobby666
Activity Score 1462
RMG Connect, India
adgoodie's picture

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.

adgoodie
Activity Score 196
Copywriter
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