The 'Beat Your Own Weight' advertisements for the Gustavo Borges Gym depict obese cartoons attempting to lift their own weight. The advertisements clearly show that the weights that you'd normally use at the gym have been set aside and the characters attempt to bench press and dead lift their own weights.
The clever 'Beat Your Own Weight' campaign for this Brazilian fitness center was created by Heads Propaganda. The advertisements show the struggling heavy gray characters against a colorful backdrop. The cartoon weightlifters look as though they have been sculpted from clay, giving them skin that is the opposite of rippling with tight muscles.
Looking at these advertisements poses a challenge to onlookers, daring them to join the Gustavo Borges Gym and succeed at being able to lift more than their own weight.