Guys can be stubborn, no matter how much you tell them that obesity is bad for their health, they don't care. So you have to use 'their language'. Tell them that their big fat belly is what is keeping them away from girls, and they just might joing your gym!
The print ad for Eizens Sport Center asks you the question "Does your body work for you or against you?." It is combined with a very clever illustration, showing the huge belly of a fat guy portrayed as a mountain he has to climb to get to what he wants.
Two attractive girls having fun in their underwear are positioned at the top of the 'mountain' while the fat guy is seen at the bottom trying to climb to no avail.
The message? Join the center, lose the belly and your road to the hot girls will be straight and smooth!