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Reading is good for the mind, body and soul, but the Federal Agency of Publishing and Mass Communication ad campaign shows that it can be quite the workout, especially for those who don’t engage in the activity often. Likening renowned Russian authors Leo Tolstoy, Alexander Pushkin and Anton Chekhov to gym teachers and personal trainers, the print ads illustrate that reading can be as hard as the hardest fitness routine.
The Federal Agency of Publishing and Mass Communication ad campaign was conceived and executed by Slava, an ad agency based in Moscow, Russia. No wonder it focuses on Russian writers. Art directed by Denis Lapshinov with illustrations by Max Kostenko, the images are quite jarring—although in an amusing way. To see these classic literary figures in modern exercise gear is hilarious.