I have to give this ad execution points for being clever. Once just highway signs and boards on top of buildings, out of home advertising has become a wasteland of wild postings and “guerrilla” tactics that are generally not visually appealing or even relevant.
But this is good. An ad for a gym in The Netherlands displays the weight of people sitting on a bench in a bus shelter. New? Check. Interesting? Check. Kind of messed up? Definitely.
Sadly, this would never work in the U.S. where we struggle with our shame at being at the top of the global list of obese citizens alongside our need to be equally tolerant and forgiving of those who may not fit some sort of social ideal.