In Turkey obesity is a growing problem. People really don’t walk anywhere and drive even for even short distances. Car sales are booming. This is also why Istanbul’s traffic is so terrible.

We decided to turn this obsession with cars on its head and to point out that if you don’t exercise the scales will be topping 100 faster than any car. The Pilates Sports Academy (PSA) is a sports salon conveniently located next to a very large drive-in shopping centre and shoppers see it as they leave it’s car park. This commercial was used in the shopping mall and in social media to prompt people to get a little exercise instead of just driving past.