# Poorly Disguised Fat Ads The Kingdom of Sports Campaign Revolves Around Cleverly Painted Bodies By Meghan Young | Published 2014-03-13 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/kingdom-of-sports References: [adeevee](http://www.adeevee.com/2014/03/kingdom-of-sports-fat-cant-hide-print/) & [kolle-rebbe.de](https://www.kolle-rebbe.de/en) 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. ## Trend Insights (Trend Hunter) - Score: 4.7/10 - Popularity: 76% | Activity: 56% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What Makes This Trend Stand Out - **Body Positivity:** There is a growing trend towards embracing all body types and promoting body positivity, disrupting traditional beauty standards. - **Fitness and Wellness:** The focus on health and well-being continues to be a popular trend, with more individuals seeking ways to improve their physical fitness. - **Motivational Advertising:** Advertisements that inspire and motivate individuals to take positive actions towards self-improvement are gaining momentum. ### Sectors Adopting This - **Fitness Equipment:** The fitness equipment industry can capitalize on the trend of individuals seeking solutions to improve their physical fitness. - **Apparel and Fashion:** The apparel and fashion industry can cater to the growing demand for body-positive clothing that embraces diverse body types. - **Digital Marketing:** The digital marketing industry can take advantage of the rise in motivational advertising by creating compelling campaigns that inspire action. ## Related on Trend Hunter - [Body-Positive Brand Campaigns](https://www.trendhunter.com/trends/doves-super-bowl-ad.md) - [Redirected Movement Campaigns](https://www.trendhunter.com/trends/15minuteweightloss.md) - [Diversity-Focused Fitness Campaigns](https://www.trendhunter.com/trends/united-we-sweat.md) - [Unconventional Health Food Ads](https://www.trendhunter.com/trends/rxbar-ad.md) - [Lazy Cereal Campaigns](https://www.trendhunter.com/trends/surreal-cereal.md) - [Peeling Cheese Packaging Billboards](https://www.trendhunter.com/trends/babybel-billboard.md) - [Ultra-Heavy Billboard Activations](https://www.trendhunter.com/trends/worlds-heaviest-billboard.md) - [Empowering Shake Campaigns](https://www.trendhunter.com/trends/oomph-for-your-boomph.md) - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md)