Anything but stock photography
Although sadly it's hard to grasp its cleverness when the ads are reproduced at this size.
The campaign headline looks like the classic stock photo watermark.
It reads - You'll come back as pumped as a stock photo model.
The ads have been styled to look just like stock photos.
The difference is the models aren't models. They're well known adland figures.
And who is this stockshot styled campaign for I hear you asking.
Why the Cannes Lions of course.