The Interactive Fitness Ad nobody wants

This is an 'Activation Version' of the 'Interactive Experiment Template' (Goldenberg, Mazursky and Solomon, 1999). The N=5 Advertising Agency designed it for a Health Club Chain - Fitness First, in Amsterdam (the Netherlands). It consists of "converting a bus stop bench into a scale that displays the weight of people sitting on it" (TOM, 2011).

Fig.1: Bus stop "scale bench" designed by N=5 Advertising Agency

This is probably what the Advertisers had in mind:

Fig.2: An Interactive Experiment Scheme Template (the Activation Version): Specific Scheme for 'Fitness First' - The "expected" situation 

And this is the un-probable reality which makes this Advertisement a failure:

Fig.3: An Interactive Experiment Scheme Template (the Activation Version): Specific Scheme for 'Fitness First' - The "real" situation

Nice try Fitness First. But no.

References

Goldenberg, J., Mazursky, D. & Solomon, S., 1999. The fundamental templates of quality ads. Marketing Science, 18(3), pp.333–351.

TOM. 2011. 20 Creative Yoga and Fitness Advertisements. [ONLINE] Available at: http://www.demilked.com/20-creative-yoga-and-fitness-advertisements/. [Accessed 22 February 13].