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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.