Pregnant? Stop lying to yourself

X-Fit Saint Laurent, body trainers in Montreal, are using pregnancy-themed print advertisements to challenge pot-bellied men to get into the gym. An ultrasound scan and a pregnancy test reveal not a baby but a beer gut. The French tagline, “Arrêtez de vous mentir”, is translated in English as “Stop lying to yourself”.

X-Fit Ultrasound print advertisement

X-Fit Pregnancy Test print advertisement


The pregnancy campaign was developed at Bleublancrouge, Montreal, by creative director Gaëtan Namouric, copywriter Guillaume Blanchet, art director Sebastien Lafaye and photographer Alain Desjeans.

Filed under: Print