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Provocative? Please. Equinox ads just mimic other 'shockers'.(Garfield's AdReview)(Equinox Fitness Clubs)

Advertising Age

| January 14, 2008 | Garfield, Bob | COPYRIGHT 2009 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

Byline: Bob Garfield

The new campaign for Equinox gyms is one, if we are to believe the press release, "like no other.''

Yeah, sure it is.

In fact, the campaign from Fallon Worldwide is like many, many others. It is every perverse Helmut Newton fashion layout meets every Benetton shock poster ever made. It's cheap posing as provocative, sophomoric posing as sophisticated, soft porn posing as self-actualization.

It's also pretty much irrelevant to the category, populated as it is with anorexic tarts with boob jobs, such that even the most ludicrously optimistic New Year's resolver-male or female-can't imagine the models' bodies as relating…

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