Prior to exiting washrooms, women typically check their appearance in the mirror. And in the gym environment – surrounded by fitness seekers anxious to sculpt their bods – the scrutiny is even more critical.

Tapping that insight, Nivea is promoting the launch of its Good-bye Cellulite Gel with a campaign that allows consumers to instantly vent fatty cell aggression. Washroom MiniBoard ads for the new gel are wrapped in bubble wrap which, as we all know, is addictively poppable. And just in case anyone needs an invitation to pop those cellulite-like bubbles, copy for the TBWA- and OMD-created effort reads: ‘Reduce the bumps.’

The ads ran throughout May in NewAd’s Health and Fitness Network on 360 MiniBoards in Toronto, Montreal, Vancouver, Calgary and Edmonton.