t’s rather bizarre to watch heavyweight Sumo wrestlers breaking into a run on a street, and suddenly taking off into the air. It is equally strange to see another set of heavyweights glide around gracefully, pirouetting like ballerinas.

What’s interesting is that these ideas belong to two commercials, which were released within months of each other, for two starkly different categories. The former is an ad for the Lenovo ThinkPad X300, which was done last year, during the Beijing Olympics. The ‘ballerina’ concept is for Parlé Products’ latest offering: Parlé Lite Bonbons. Not only do both ads use heavyweights, but ironically, both also propagate the supposed ‘lightness’ of the product in question. ... more