Pump You Up

Most ads for protein supplement drinks depict their target audience as hard-bodied male weightlifters. But a new campaign from Matthews/Mark for Next Nutrition’s Designer Protein takes a different approach.
Two two-page print spreads show a sensuous woman peering seductively into the camera. One reads, “87 percent of women say the first thing they notice about a man is his eyes. Liars.” The second reads, “When was the last time a woman wanted to caress your big, strong sense of humor?”
A third execution shows a frail older man holding a tiny infant in his arms.