I understand their whole campaign is making people feel bad enough about the way they look to give them their money, and the whole optical illusion is clever. But it seems like a pretty derisive, childish approach, even for them.
Doing their part to bring the “fat people are bad people and should be openly ridiculed” sentiment back into style I guess.

Tina, how would you get an overweight person’s attention and get them to think about being overweight without doing or saying anything that could be construed as making fun?

I can think of a few, but sometimes making fun of something a person actually has control over changing is just the kind of kick in the pants that person needs to start making a change.

As far as this execution goes, seems a little “phoned in.” That woman isn’t nearly fat enough to weigh down a bus, you know?

It would work better if this was an ad for some shock absorber, right?

I agree that there ways to get someone’s attention without ridiculing them, of course.

My point was that almost every weight-loss message could be interpreted as making fun.

I also agree that his bus thing sucks. Seems like Weight Watcher’s should be making people feel like they’ll find sympathetic help.

Most people will be humiliated by this. Some people will never make a change until they’re tired of feeling humiliated about something they can control. I’m not saying it’s a good idea to create advertising based on this, but it’s true.

good comments so far – almost nothing to ad, just although I am right now in amsterdam, I haven`t seen any bus like tzat yet. And when I saw the ad here, I laughed – just a little.

Done before by a junior team! http://www.jongehonden.nl/index2.php?page=view_profiel&show=showcase&id=1042&case_id=1112&showcase

J’adore ce bus ! il love it :p