Imagine after a long day on your feet, that you decide to grab a seat on a bench when you discover that your perch is actually a scale that announces your weight in bright neon red numbers for the world to see. There is no warning that you are sitting on a scale just the obvious public pronouncement of your weight.
Located in the Netherlands, Fitness First took it upon themselves to use a different approach to marketing their clubs - public shaming. When someone sits on a bench to rest while waiting for the bus, the ad literally shows the person's weight in red numbers for the world to see.