Sweat Time?

A poster from Times Square. I have no idea what this is supposed to do/be. I actually tried to find more info on this image on the internets, but nothing presented itself. Apparently it's supposed to inspire old ladies (with male bodies and a passing resemblance to the gueen?) to participate in field hockey, baseball, american football, and sweating. So much sweating that they literally begin to melt into their shoes and all over the floor...