Top Of Mind

Imagine this; you are in a room full of naked men, in a communal shower. You are a bit nervous seeing all of them, but you got to take a shower, so you screw up your courage and step in. Your hands shake a bit as you pick up the bar of soap, trying hard not to look at the other men. Then you drop the soap, suddenly the shower is silent, everyone turns to look at you. Will you or will you not bend pick up the soap?

This ad is all about pure insight.

The guys or gals who did the ad know perfectly well how some men feel about communal showers at the gym or at the pool. They use such insecurities to write this wonderful headline.

Headline reads : The confidence to do what you need to. Gold’s Gym.

There, in that short copy, you convey all you need to convey about Gold’s Gym. No need for long copy, no need for messy graphics showing all the equipment, no need to show the muscled hulk of a man, which is sooo 1960s. Short, concise and to the point - and not to mention a great sense of humor.

Or if you are like me, skip the shower at the gym until you get home.