Sign in. It’s quick, free and it’s up to you.
An account is an optional way to support the work we do. Find out more.
IT HAS SPARKED a petition with over 50,000 signatures and a planned protest – but a controversial London billboard campaign appears to have delivered its backers the windfall they wanted.
Protein World, the little-known company behind the “are you beach body ready?” Tube ads, has reportedly raked in about £1 million (€1.4 million) on the back of the publicity its unpopular campaign generated.
The supplement supplier, which launched about 18 months ago, spent £250,000 (€350,000) on the three-week campaign, which was due to end today after generating over 200 complaints to the UK advertising watchdog.
The campaign also drew a major public backlash with posters defaced across the city amid criticism that the ads were sexist and promoted unrealistic body images.
It also spawned a string of spoof and rival ads, as well as a “taking back the beach” protest in London’s Hyde Park on Saturday afternoon.
However an unrepentant Protein World appears to laughing all the way to the bank from the wave of negative publicity.
UK Marketing Magazine reported the campaign had made a “little-known brand a household name” and generated £1 million (€1.4 million) in direct sales revenue, although the company hasn’t confirmed that figure.
Meanwhile, it has been busy retweeting praise and taking on critics – who it likely figured weren’t going to be buying its products anyway – with its chief executive labelling those who defaced its ads as “terrorists”.
To embed this post, copy the code below on your site
I’m here typing and still trying to think of a single reason why I would give a flying f**k about this… Nope… Nothing yet…!
You’re obviously ready.
Sure half the country is cover head to toe in fske tan does anyone even go to the beach anymore
Fantastic to see the twitter outrage police defeated again. How’s that Boko Haram rescue coming along lads #clicktivism #Idonatedtonepalwhatasaintfavoritemeplease #whereskony
#kony2012
#slacktivism
This is not sexism…….
No its sexy-ism
That whole ‘Smell the Glove’ incident, now thats sexy-ism right there.
Whats wrong people wanting to look after their bodies or aspire to have a fit body.its gettin to the point where being fat/overweight is normal it’s a worrying trend with obesity levels rising.who wouldn’t want a body like that
normalising obese people is wrong. It’s unhealthy, bears a burden on the state that is more costly than smoking. not to mention their children that might loose a parent early. if only we could give as much attention to the obesity problem as we do smokers.
Great comment paul, there was a show on last week 60% of women in the UK are obese not over weight, obese. Suddenly oversized models are popular the world is going mad. You are at a massive risk at an early death if you are obese. If this ad makes you feel bad about yourself put down the cake and go to the gym.
Sorry alan b
It’s about sexualising women not promoting a healthy lifestyle
The diabetes is more of a problem. cost the state a fourtune
Jc how do you feel about the diet coke ads
I never said I was defending either side of the argument
Men are used just the same as women in ads
Women… Go to the beach, tan, wax, get their hair blown out and put on a skimpy bikini… But how dare you view them sexually?
I never said they weren’t. I was just telling everyone that it’s clearly not about fat people being upset over seeing a healthy body. That doesn’t mean I was sticking up for the feminists.
JC – but it is about fat people. Overweight people are taking offence that they’re not ‘ready’ for the beach.
Any examples?
It should give people something to aspire to.
Be as fit as we can be, to get up try to get some exercise, health body healthy mind.
World is full of people who would love to try it but can’t because of poor health.
Show some respect to our body be grateful for good health.
Bet if that was David Beckham in the picture, there’d be no complaints, sick of some women crying ‘sexist’ everytime a poster of a beautiful woman is used to promote a business. Reminds me of the hunky dory ad where some of them went ape over it! Thankfully I’m secure enough in my own skin not to be offended by a picture of a woman in a bikini! These women need to get over themselves and stop trying to speak for us all! Why aren’t I offended by the picture? Cause I have a feckin life!
I’m not offended but I definitely see way more skinny bikini models in ads than dudes in speedos. I feel the backlash was a tad over the top for something that was worth little more than an eye roll. Not impressed by Protein World’s attitude to it though, a tad childish for a business.
I agree we definitely need more buff guys in speedos on billboards
Protein work had the perfect attitude. Instead and backing down and ‘apologising for any offence caused.’ They stood by their campaign and took on the deflectors who have ironically made them a massive success.
*protein world, apologies.
Self sustainable it’s not just some women. There are a lot of. ……isim’s around the place looking for something to be offended by, and they are usually the only ones to see the offence. ….why? Only they know.
Nothing offensive about the advertisement at all, I’m more offended by the third picture to be honest.
My sexual fantasy.
Ah, the old four legged stool fantasy, nothing wrong with that.
or the sit on me and suffocate me fantasy. never quite understood that one
Andrea , I was in Orlando some time ago, picture no.3 was a live reality there, it was so bad it was shocking, I saw toddlers having trouble getting around.
I’ll never forget those people nice and all as they were, my god it’s an epidemic.
In Ireland beach body ready would involve making sure you have a warm jumper and a bag of sandwiches which will get full of sand. And maybe some cans.
And a flask of tae
…and an insulating layer of blubber like the girl in the third picture.
They’re a company who provide exercise supplements, they were hardly going to stick an average Joe and Jane (like the two pics below) now were they? It would totally defeat the purpose: “Buy our product, and stay mediocre”
If its an ad for protein supplements I’d expect the model to be a bit more buff.
hmm she’s buff alright.
She’s working on it ?
She’s very lean. It’s not an ad for bodybuilding.
Protein World is the name of the company. They stock more than protein supplements, like vitamins,diet pills, etc.
How dare people want to be attractive and slim. What atrocious sexism. On a serious note, this is a great example of how feminism is an outlet for unattractive women who want to shame attractiveness because they can’t achieve it.
Yes, because all feminists were against this.
Like I said before, society cares more about people’s feelings than their health. Instead of saying “you’re fat, it’s unhealthy, lose some weight” we now say “you’re curvy and fabulous. #effyourbeautystandards! Have some more cake”
It never bothered me but I could always see where people were coming from with regards to the use of super skinny size 0 models, those girls were too thin, sometimes borderline anorexic. It was unhealthy, I got it. But I don’t see the cause for outrage in this case. That model is a picture of health and a great choice for promoting fitness. Turns out all the social justice warriors weren’t offended by unhealthy sized models (if they were they wouldn’t be promoting ‘plus sized models’)they’re just offended by anyone who looks better than them.
I don’t recall such offense at the scantily clad David Beckham that graced billboards. Hypocrites.
I think the creative artists made their money on this one.
If I was given a choice of any of the 3 pics body types which I’d like to go to bed with.id pic the first lady and 90% of men and maybe some women would too
Alan b for president
Sorry Alan, you’re not allowed to say that. We are supposed to say that being fat is okay now.
We must teach our kids that growing up to develop diabetes and be a burden on the health system is okay.
It’s built into both women and men to go after the fit attractive ones. It’s part of our survival skills that ensures a good stock of healthy genes to pass on to our young one. There is no shame in finding fit young people attractive and obese ugly ones not. all part of nature
Your white male thin privelege is showing. Please administer a self flogging
I honestly am not turned on by the ideal female body image presented by media. I like women to have curves and given the choice between going to bed with a stick then girl or slightly chubby I would honestly go with the latter every time.
Adminstering flogging now. Hur Hur Hur. And guess which billboard pic I’m looking at for encouragement. Fnurk Fnurk
Fair play to Protein World, they’ve stuck to their guns and their principles here. They’re a company selling products for people that like to work out and look a certain way and this ad reflects that.
They’ve shown real integrity in not backing down. They’ve remained loyal to their customer base when a lesser company would have backed down and given in to the nagging, omnioffended minority. If only more companies would tell the PC brigade to go feck themselves, the world would be a better place.
What a chair!!
lol. great comment. ;-) doubt it was an ikea chair.
Fantastic build quality.
what the woman or the chair ?
Yes.
;-) i like your style.
Everyday idiots getting worked up over a woman in a bikini, they should spend less time eating and more time exercising then they wouldn’t feel so insecure and threatened by an image of a woman who looks after her self.
#perpetuallyoffended
Maybe Protein World could arrange to have a few exercise bikes delivered to the protest.And hand out free tubs of protien.
Fatties be hating.
And eating
Always eating.
Oooops some lazy couch potatoes ( majority ) is not happy seeing fit bodies ( minority ) so they started campaign against healthy lifestyle calling it sexism :)
To all couch potatoes stop looking for excuses and stop seeing sexism in every healthy body promotions.move your 3 letters and do something to change your look and life
Or you could, you know, take steps to not being overweight instead of being so bloody offended all the time. It’s not easy losing weight, I know it’s hard and there is always temptation but these companies telling women that it’s ok to be overweight isn’t on. It’s not right,it can’t be. Dove don’t give a sh*t what size you are as long as you buy their products. And if people are happy being the size they are,that’s fine. Do what you want BUT at the same time remember that there is also a market out there for people that look after their bodies.
They’re not fat / overweight! They’re “curvy” and “real women”.
Green eyed monster rearing it’s ugly head again. They wouldn’t last a second on the beaches in Brazil. Get off your Ass and squat!
Reminds me up the uproad about the guy in that old diet coke advert. There were riots in the street so there was!
Uproar! ^
I’m so sick of hot topless dudes in ads! They’re just everywhere!
Oh jesus, “of the uproar”. See I cant even type cos I’m seething with anger about being objectified.
Yeah I have been getting a lot of aTV work these days
Those social justice warriors are frequently angry…… and hungry.
Fighting oppression on twitter is hangry work.
For some reason this article reminded me to grab a packet of crisps from the vending machine.
The problem is that there are so many fatties around they want their unhealthy body shapes to be recognised as the norm, these fatties are so hellbent on normalising obesity they are prepared bully those who are portrayed as slim n trim and healthy even to point they want slim women banned from the catwalk and billboards. Will we see protests outside gyms and sports clubs by these fatties demanding sport be banned as those who partake make the fatties feel insecure and not normal?
I actually don’t see what is wrong with this ad. The only people it will offend are people who are jealous that the model is in shape and attractive and they’re not but are too lazy to do anything about it. #sorrynotsorry
I just noticed (I wonder why) the comment beside the arrow “Nobody stands like this”. #everydaysexism.
So now apparently the way you stand can be seen as sexist? Seriously! Now just looking at how a woman stands is sexist. Now apparently we men can’t look at a woman for fear of staring at her eyes/hair/makeup?breasts/bum/feet/posture/fingernails/teeth/clothes/shoes/waist/handbag and so on. Then if we don’t look at them we are accused of ignoring them!!!
I think that Viz says it all http://viz.co.uk/category/millie-tant/
its a Cray Cray world
Remember Brian, offended=right in SJW speak, unless of course someone is offended by their actions, which would make them intolerant bigots.
I’m morbidly obese and even I’ve had enough of people being shamed for being (or promoting) skinny, muscular or attractive. My failure to get my act together is not their fault.
Only thing wrong with the first pic is the fact she’s on the billboard and not sitting on my knee.
You’d get some shock if that first picture is a photoshop of the big lass in picture 4!
In this day and age it would be hard to know.
Looking forward to their next advert, and counter comments
I have a suggestion,
Next ad features the gig woman in picture 4 with the byline….
“OK so, be fat and DON’T buy our products!”
©
(That will be €250,000 please.)
Of course they did…
These campaigns always have that effect. The people protesting, complaining and boycotting were never in the demographic that the company was marketing too nor do they have friends in that demographic that they have influence over.
It’s like a student who’s entire wardrobe comes from penny’s saying they’re going to boycott fur.
I doubt they realised
How creative they really were ! Lol
The readily outraged people on the internet really should save the outrage for something that’s actually important. Anytime I hear about an online petition these days I think it is the same group of people signing all of them.
PC gone mad
I really am not seeing what the problem with the add is? I’ve seen the same message and similar bikini clad women on loads of women’s magazine when they are promoting fitness plans or diets and no one says a word against them? And isn’t it ok to be proud of your body if it’s thin? Surely if it’s ok to be proud of it if it’s curvy, it’s ok to be proud of it if it’s thin?
Shouldn’t overweight or obese people be more offended by adverts for pizza and crisps? That’s the f*cking problem here not so hot chick….. mmm.. hot chick
While we’re on the subject though…
http://m.youtube.com/watch?v=J1Y4XY8Pl6U
Would the critics of the above ad care to comment on planet fitness fit-shaming establishment and commercials?
He se the free pizza and bagels… If they give away something to someone who never uses their facilities they are less likely to cancel as they feel they ‘get something’ for their money.
lol. I like the hand written note on the origional poster “nobody stands like this” because well, i think i saw Clint Eastwood standing like that in a cowboy film once ! All that girl is missing is a gun belt, maybe some spurs and a blade of grass to chew on. hahaha
Ah the old Barbra Streisand effect strikes again
I don’t see why this particular image caused such controversy, these kind of pictures are all over magazines, Instagram, tv etc everyday.
See, this is where I get really confused, The Media are good at that. You can see on TV, advertisements designed at dealing with obesity. But then you have other sectors of the media telling you, be happy for who you are, what you are and whatever size you.
So, are these people to lose weight or not???? Conflicting messages!
have your say