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