Equinox: Your Guess is as Good as Mine


Every now and then, I run across an ad that is so unfathomable that I’m at a loss for words. This is one of those times.

The image in the ad is of four women and one man, clad in swimsuits. The women are wearing heels, while the man is barefoot. The man is feeding grapes to one of the women, while two other women stand around posing. Their bodies and faces are marked up as if they’re about to have plastic surgery. Another woman sits and watches off in the background.

It looks like some strange fashion ad.

To make things worse, there’s a sort of collar at the top of the page that doesn’t make any sense (that’s not meant to imply that anything in this ad makes sense). The headline says happily ever. The copy asks: What’s your after? This is followed by: It’s not fitness. It’s life. A logo says Equinox.

A quick look at Google confirmed my guess that this was an ad for a gym. Further investigation led to the discovery that this campaign has been ongoing since January, 2008 and it was shot by fashion photographer Ellen von Unwerth.

If there’s anyone out there who believes that this ad is going to help market a gym, I’d like to hear from you.


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