BMF strips the fat off The Biggest Loser, literally

By AdNews | 18 March 2014

BMF has created an interactive print ad for Channel Ten's show The Biggest Loser that loses weight right before your very eyes.

The print ad with perforated edges allows the audience to pull away the love handles of The Biggest Loser torso revealing an already strimmer belly.

Once the sides are removed the ad turns into a flyer for the program. According to BMF, even print ads need to lose weight these days. And the company acknowledged its own genius for innovating in print, "creating an interactive print ad that doesn’t even require a smartphone (imagine that!)".

This campaign could give the program the boost it needs with the reality show struggling on the nights it comes up against Seven's My Kitchen Rules and Nine's The Block.

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