Just the other day, I was at the dentist, flipping through a men’s magazine and trying hard to ignore the piercing whine of the drill that flooded the waiting room in full stereophonic splendour, when I came across a full page ad of a man’s stomach muscles. Ordinarily, I would immediately flip the page on point of principle. I mean, what kind of a sick world do we live in that people actually have to torture themselves and do sit-ups just so that they can have funny looking bumps on their stomachs?
But this ad was different. Next to the picture of the bronzed stomach, glistening with sweat, was a small bottle of lotion. “Ab Rescue!” it said proudly on the ad. It promised firmer, tighter, smoother looking abs in just 8 weeks. Just by rubbing the stuff on your stomach, Ab Rescue promised a 20% immediate improvement in skin tightness. All thanks to the product’s special thermogenic formula. I had no idea what a thermogenic formula did – the ad didn’t say – but it sure sounded impressive.
I'm ordering a bottle as we speak. Hopefully in two months time, I too could be on the cover of Men's Health in all my airbrushed glory.