Niko van den Berg Mental Training Ad Uses Fists For Brains

By: Ayman - Mar 24, 2009
References: adsoftheworld
Dutch company Niko van den Berg promotes its 'mental training' services with this eye-catching ad.

I'm not exactly sure what 'mental training' is really about, but the ad surely communicates a strong brain. How does it do it? By using two clenched fists put together in the shape of a human brain.

The ad is created by HOUDINI, Amsterdam, The Netherlands, with art director Boris Peters, copywriter Wilbert Leering and photographer Marcel Christ.

Implications - XX.

This impactful ad draws upon the often philosophized relationship between the body and the brain. The metaphor is impactful, showing that the two are one in the same, and translating the message in a way that is enticing and thought provoking.