Worst gym ad ever: New girl at work is hot, better start working out

What were these people smoking? A gym in the UK, Cannons, created this advertising campaign designed to motivate more women to workout by saying, "Because a new girl has started at work and she's hot. What's your motivation?" I guess they have a different view of things in the UK. If any gym in the US came out with this campaign, you know there would be hurling tomatoes coming from every direction.

I'm just trying to grasp what was going through those marketing people's minds when they came up with this wretched campaign that uses ugly competition between women as a motivator. I guess they could have topped it off with even worse ones like, "Because your husband has a new mistress and she's hot. What's your motivation?" or "Because your best friend lost more weight than you and is now hot. What's your motivation?" Losing weight is hard enough without throwing vicious cat fighting in the mix.

[AdRants] Pic Steve Portigal Flickr page