Fat is fat and there is no two ways about it as the Kingdom of Sports ad campaign shows. Whether hidden under a lifesaver, fanny pack or a block of cement, it is still painfully apparent when someone is not in shape. The tag line reads, "Fat can't hide," and its the truth.
Conceived and executed by Kolle Rebbe, an ad agency based in Hamburg, Germany, the Kingdom of Sports ad campaign plagues people with their insecurities. Yet it also offers a simple solution: work it out, work it off. With their summery images, it also targets people looking to get into shape for the upcoming season. Whatever the motivation, the images will surely light a fire under most people's butts. They can't hide their fat forever.