can someone explain this to me?

I often walk past outdoor media and question how the hell certain ideas get the final sign off.

This poster from e-on fits right in to that bracket.

On the plus side - it's simple, uncluttered and is recognisable as a piece of communication trying to sell you energy.

On the minus side I'm guessing the illustration has something to do with the word 'fit' in the headline. This being the case would it not be better to have the lady doing some form of mainstream exercise, rather than sliding down a bed sheet?

Not sure how the agency sold this one but they must have a crack account team working for them to get this one past the client. On the other hand, maybe I'm just missing something.

And don't get me started on the strapline. 'Helping you get energy fit. We're on it'. Sits right up there with 'Just do it' and 'A Mars a day helps you work, rest and play' don't you think?