Joba is a new exercise machine from Panasonic. It is a home version of those mechanical bull rides you find in bars out West (at least according to the movies, I’ve never actually been in such a bar). It is being targeted at women here in Taiwan:
The poster plays on the Chinese word for “right away”, 馬上 mashang which can also mean “on horseback”, implying that you will immediately develop grace and beauty by riding this thing.
Here is the official ad from Panasonic:
And here is a video showing just how graceful and beautiful it actually looks when someone rides this thing. Although I’m sure it is great for your abs, I can’t imagine wanting to pay $1,700 to be shaken around like that …
More information on Joba at Gizmag, as well as a followup article here.