This ad, created by Ogilvy & Mather in Mumbai for an Indian health-club chain, takes its “Burn fat” tagline literally. Carrying a few extra pounds? That’s nothing a big burning stick can’t help solve. The fat folks who are the target market here may not enjoy this approach, but the ad does have something going for it. It promotes personalized weight-loss programs, which means the sadistic, torch-bearing witch-hunters are presumably meant to represent personal trainers—a seamless metaphor if ever there was one. See two more ads here and here on Ads of the World.
—Posted by Tim Nudd