Aspirational advertising looks a little different when it appears in bodybuilding magazines. Whereas you and I might cringe at the über-mucle closeups in DraftFCB’s ads for Optimum Nutrition, gym rats will stare in envy at them. They’re also invited to rip out the ads and temporarily vanquish their punier selves. Optimum is devoted to healthy, non-steriod bodybuilding, but I can’t help but think of SNL’s All Drug Olympics.
—Posted by Tim Nudd