Exit Pans Pain for Larry North Fitness

DALLAS Exit uses photographs that exaggerate people’s aches to promote Larry North Fitness’s pain-free philosophy about exercise.

The Little Rock, Ark.-based agency’s effort features a variety of sore exercisers having trouble with mundane tasks. One has copy that reads “shifting” with a photo of a man presumably having trouble shifting gears in a car. Others have copy that reads “pulling up socks” or “rubbing dog’s belly.” The work features the line, “Gain without pain,” the logo and a local phone number for the gym.

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