(Half) Truth in Advertising

Alright, just driving along, nice day. Hey look, Fitness World is having its Grand Opening, that's interesting. I'd thought that they would have updated their logo and chose some more current graphics for the exterior, but I'll investigate further.

Okay, looks good. They really went all out with the retro signage, but I guess that's the look they're going for. That girl is probably wondering what I'm taking a picture of. I'll keep moving along.

And here's the pitch: they're now enrolling low-cost memberships. That's fine, maybe I'll stop in and check it out. That action-packed illustration really makes stretching look exciting. Wait a second, what's this...

Grand RE Opening?! What the heck does that mean? Why is such an important piece of a word hidden away like that? Who designed this and just what are they trying to hide? When will they take down this tacky and misleading sign?

Cut to at least 3 years later, and this sign is still front and center on the local Fitness World. When I first saw this advertisement I thought it was crazy, but to my additional amazement it remains unchanged year after year: it's like they are in a constant state of cautiously optimistic reinvention. You could argue that everyday is another opportunity to re-open the place, but I wonder, is it really that grand?

Fitness World: more like "Fit-this Word in between these two giant words and make it really small so that you have to be standing underneath the sign to read it and we can keep it up for years on end without anyone really noticing."