In Australia, all of the out of home and advertising in this sub-category features athletes or speaks to sporting occasions. By not featuring sports and poking fun at other times you may sweat, these executions subvert the cultural expectation of the category.

The headline 'she's late' refers to a female being late for her menstrual cycle, a common indication of pregnancy, which our target audience would find surprising or awkward.

The tagline 'sweat happens' is a play on the phrase 'shit happens'. This phrase is a crude colloquialism used to explain the feeling of resignation and acceptance of the awkward, uncomfortable and generally negative occurrences that are inevitable in life. By twisting the phrase to 'sweat happens' it acknowledges that these moments are also moments of stress creating perspiration.