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FITNESS SUPPLEMENT COMPANY Protein World made a lot of people very angry last summer when its billboard advertising campaign, which asked “Are you beach body ready?” was labeled “sexist”and “fat shaming”.
Now it has just launched its first TV advert and the similarities are obvious.
The short video features lots of bikini-wearing female models exercising on a beach, with the slogan “New Year, New You,” to the soundtrack of house music.
Founder and CEO Ajun Seth announced that the TV campaign will launch in the UK, US, France and Germany in 2016.
The ad is already airing on Channel 5 in the UK, according to Marketing Week.
The previous campaign faced a small protest in Hyde Park last summer and more than 71,000 people signed an online petition calling on Protein World to remove its posters.
The advert was eventually banned by the UK advertising watchdog due to concerns over “a range of health and weight loss claims”. However, the watchdog dismissed claims that the advert was “offensive” or “socially irresponsible”.
Ironically, the backlash towards Protein World’s Beach Body Ready campaign, was actually very profitable for the company. CEO Seth told the MailOnline that the uproar actually banked the company an extra €2.7 million in sales.
In June, Protein World brought its billboard campaign to New York, where it was met with similar criticism.
It’s unclear whether the TV ads will generate the same coverage, but it has already been called “more sexist than ever” by the Daily Telegraph’s Claire Cohen.
- Will Heilpern
I think there is a new movement started in Clare called Independents together which encourages like minded people to have a voice in the running of our country. They are insistent that they are not a political party and nothing to do with Lucinda and co. I believe they have recruited candidates to run in the local elections,which is great , because people don’t know which way to vote now that they have seen the corruption of the last Gover. And the failure of this one to correct it.
What does new political movement actually mean to the person on the street I real terms… No property tax, no water charges, no a and e issues. Will we still have 166 tds on 100k a year plus expenses and advisors etc etc
A lot of these “new politicians” are also teachers with many of the taking a career break to do the honourable thing and return our country back to the people, we have had enough of teachers as they will upon getting elected receive their two pensions …..if they want to get elected resign from being a teacher before you want to be a politician that will endure you more to the people….
I think the word independent in independent td is being diluted
Great. If anyone needs any typesetting done, they know where to go. Do they advise on “photo air brushing ” etc.
Not sure if Donnelly will be involved.
He is already part of the technical group.
So do in this won’t change his impact.
Seems rather pointless TBH
Any vehicle that has Shane Ross and Pat Nulty in it is as attention seeking as it is utterly useless
the independent thought united vision doc is nice and vague, not sure the community orgs they mention are progressive
have your say