This is an interesting depiction of Hell; one which does not in any way make me feel inclined to clean out my cupboard and head to my local r2 fittness club.

Satan doesn’t look quite as evil and menacing as I like my Satans to be. He looks particularly relaxed - almost meditative - and nonchalant about the whole fire and burning thing. It almost looks quite comfortable there, I myself could do with a nice warm seat near the fire, watching my minions poke at some fatty foods in the eternal fire…

The concept of a hell for my calories doesn’t really work for me, no matter how strangely appealing this depiction of eternal damnfire may be.

As far as I can conclude, this illustration, with it’s calorific foods melting away, more resembles my own version of hell. One I would prefer to see would have spin cycles and weights and treadmills burning in the depths of fire. This all supports my conclusion that a workout at an r2 fittness club would also constitute my idea of eternal damnation. Mind you, it all beats Bill Weise’s depiction of Hell (and he should know, he’s been there).

So my twisted logic has determined that this is an ineffective advertisement. It seems more to offer an awesome illustration rather than attract clients to a fit and healthy lifestyle.

Advertising Agency: RGA Comunicação, Recife, Brazil
Creative Director: Daniel Zago
Art Director / Illustrator: Adriano Marcusso
Copywriter: Pedro Lazera
Published: March 2009

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