"Can I get a towel with that?"

Among the economy woes, the pending increase in MTA fares and decrease in services is not top of mind for most New Yorkers. Keep New York Moving is a campaign to keep public transport a way of life that is safe, affordable and reliable. A subway ad equates an unlimited monthly MTA pass to the price of a luxury gym illustrating how the proposed cost is out of proportion. However strong the concept, the design fails to deliver an opportunity to grab most commuters' attention. Imagine a well groomed gym rat pumping iron and the copy running along the bottom.