From the Swedish Saatchi & Saatchi office comes these ads for the post-workout-recovery-drink Gainomax. The concept has been around since 2006 but I think these ads are better than the old ones. Maybe not as cute though…

It’s not great on it’s own, but with these two second follow ups it’s a nice trio.

Exaggerating product benefits is a slippery slope and hard to pull off. It has to be done with humor (has anyone ever succeeded in any other way?). This time I think it works. The stereotypes are maybe a bit too classical: stupid jocks and stupid cheerleaders. Still … It’s cozy thanks to a nice script and the retroish colors.