The fists look like a brain. Ok. Is that it? I mean, I get that this service is “working your brain out” – in this mental training concept.

But I mean, who works out with their fists? Ok, ok, I suppose kick boxers do. But I don’t know, most people work out with their biceps and groin muscles and all sorts of other parts of the body. The fists? They’re just there for the heavy lifting.

I suppose it’s clever that the physical part of the body which is responsible for exercise looks like the mental part of the body that might need training. But the fact I had to repeat the gist of the ad, what, three times now? That’s pretty much an indication that I’m not a fan.

Plus there’s that strangely blurred background. Light grey text on a charcoal background? I’m sure the art directors could have done something a little more appealing. Honestly, this looks like a sombre ad for a boxing match, or perhaps a thumb wrestle of sorts.

It isn’t really saying a whole lot about the service, and it isn’t that nice to look at either. I feel bad for all the criticism – but really, Houdini, (sorry in advance!) I think there could have been more magic.

Advertising Agency: HOUDINI, Amsterdam, The Netherlands
Art Director: Boris Peters
Copywriter: Wilbert Leering
Photographer: Marcel Christ
Other additional credits: Souverein
Published: March 2009

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