Friday, January 13, 2012

Israeli gym ad callously mocks insecure women.

(click ad, via)
Photoshop note: the fat-shamed woman is not sitting near a pool, she is sitting in a studio. Israel, not surprisingly, has a history of mocking women in its advertising. Who can forget the Bacardi "Ugly Girlfriend" fiasco? Or the dumb blonde-mocking bookstore ad? Ad agency: MCCann Erickson, Tel Aviv.


Anonymous Anonymous said...

The "fit" woman in this ad, those standing about the pool with hands on hips, have flat, not-so-hot asses.

11:10 AM  
Anonymous RobbieR said...

Created by scum

11:30 AM  
Anonymous Anonymous said...

i did notice that as well. maybe that flat-ass look is hot over there?


11:33 AM  
Blogger Vinnie said...

If there was an execution targeting (that is, mocking) chubby men too, I would have liked the whole campaign. I love the headline, and I have no issues with a fitness club making the statement that being chubby is not sexy. Sorry, but that's true, regardless of what you've been told. I have a feeling in Israel they are less politically correct than we are here in the States.

Here's what the same agency did for the same client in 2006:

The ad was a ripoff. Saatchi Holland did that for Weight Watchers back in the 90's, I think.
More recently, 2008Scandinavia, Norway (now defunct) did it for Oxygo Gyms.

11:36 AM  
Blogger Neil Carpenter said...

Urgh her feet are so fat I'm gonna dress them up in some nice boots...

11:46 AM  
Anonymous Huntly said...

Was going to say the same thing about the others in the Ad; no supermodels by far.
How hard would it have been to take an actual photo of a woman in the same outfit in an actual pool?

11:46 AM  
Anonymous Anonymous said...

good point, huntly, about not using supermodels - a much more realistic picture of the dating scene.


12:05 PM  
Anonymous Dallas said...

haha everyone on here judges the other women in the picture for not being supermodels, and in context of the original copyranter commentary on this ad... is HILARIOUS

12:34 PM  
Blogger Benjamin Lukoff said...

That woman is not fat. WTF?

8:08 PM  
Anonymous Paoper said...

Bad Photoshop...

6:05 PM  
Anonymous Anonymous said...

Is it necessary to point out that Israel likes to fat-shame women when the US and all of Europe are pretty much pioneers of the same trend?

12:05 PM  

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