Body Facism First

Public humiliation. A surefire way to endear people to your brand.

That's the insight that seems to be driving Fitness First's latest stunt. It's a bus stop where the seat doubles up as a handy set of scales that displays your weight in kilograms for all the world to see.

Frankly, it makes me want to go out and eat pies.

Begrudgingly, it is a fine example of media and creative working together, something we don't see nearly enough of in these dog-eat-dog days.