I have to admit I was a little disappointed when I saw that these were exercising thumbs and not hyperactive cartoon bananas. The fact that these are thumbs though is a crucial part of the campaign's message.
The three-part ad campaign for Vinaphone is meant to promote its ultra-cheap text messaging service and includes a series of images with the tag line, "With just 200 dong per message, your thumb better be ready."
One features a girl thumb jumping rope in a gym, clad in a cheerleader-type outfit and a look of total disappointment on her face. A second features a pooped out thumb, sweating on a treadmill and a third image shows a thumb lifting weights.
The ads were created by Saatchi and Saatchi, Vietnam, hence the reference to dong which is the currency in Vietnam.