A cardinal rule when making an ad or a campaign or any communication: Don't tell the consumer that you are wrong or try to show him in a negative frame of mind. This campaign does exactly that. "Fat people don't want to be told that they are fat!" and that is the truth. Every fat person will tell you, don't tell me my problem, I know it and don't want it to be repeated.
This campaign by Ogilvy for Zaf Fitness Club is a pun on the word "Burn Fat" but I'm of the opinion that it would repel a large segment of the TG due to the light in which it potrays them. Trust me, nobody who's fat wants to be called it, let alone be hunted down and burnt! Well, sometimes it does pay to put your creative brains aside and think about what your consumer might think, coz it's the only thing that matters at the end of the day!