Lacking Motivation?

Big Brother is weighing

So you think you don't have time to go to the gym because you've just got to get home in time for (ironically) The Biggest Loser?

Don't expect to sit at the bus stop thinking about the latest physical challenge - instead expect public ridicule, smug I-picked-her-at-that looks and general remorse for eating that last little bite-sized Cherry Ripe. An advertising company in the Netherlands has taken guilt-sells to a whole new level with their terrifying advertising campaign for Fitness First (it really is all over the world). Sit on a wired seat at the bus stop and all and sundry will know exactly how much you weigh - it won't be long before folk are removing shoes, belts, fake fingernails as they try to drop to their goal weight before the bus pulls up. Hey! That sounds fun.

It's an interesting tactic - blending human nature's most basic traits - the need for acceptance, guilt, competitiveness, sanctimonious smugness and fear - into one neat, effective package. Of course, it's not all bad. Competitions for the most people on one bench at the least weight and vice versa are sure to crop up, and that daily transit to work can be transformed from bland monotony to your very own Biggest Loser -whether the suckers at the bus stop* realise it or not.

*That being suckers at the Rotterdam bus stop, where the advertising campaign was launched. So far...