Sanoma Magazines 'bang your head' by BSUR

Sanoma Magazines launched this ad in Amsterdam to introduce its new quarterly title Get in Shape.

It was created by BSUR Agency with the aim of providing a more light-hearted approach to weight loss, avoiding the typical measuring tape around the waist or before and after pictures.

The spot shows a woman weighing herself and looking unhappy. She then takes off her clothes and jewellery and weighs herself again but still not satisfied she starts banging her head against the wall. A caption says "By banging your head against a wall you will lose 150 calories."

The ad ends with the woman looking in the mirror and smiling despite having a huge bruise on her forehead.