UK-based Protein World has riled thousands with its latest ad posing the question: “Are you beach body ready?”
A petition was launched calling for the removal of the ad.
It stated: “Protein World is directly targeting individuals, aiming to make them feel physically inferior to the unrealistic* body image of the bronzed model, in order to sell their product. (* For the majority of people to ‘achieve’: everyone has an individual body shape).”
Many others voiced their displeasure by defacing Protein World’s ads on the Tube.
A Facebook page called ‘Eachbodysready’ was also started to fire back at the campaign.
Nevertheless, the company stood by their ads and even took to flaming their detractors on social media. There are also individuals who lent their support to the ads.
A spokesperson said, “It is a shame that in 2015 there are still a minority who aren’t focusing on celebrating those who aspire to be healthier, fitter and stronger.
“Renee, our stunning model, falls well within what the British Government deem to be a healthy weight, based on the BMI system.
“Getting ‘beach ready’ is not a new concept. It’s a fashion that is followed by millions (admittedly not everybody as we have seen!) around the world when they look forward to their summer holiday. We absolutely have no intention of removing the adverts because of a minority making a lot of noise.”
Check out snippets of the furore that unfolded over the controversial campaign below:
@VagendaMagazine @cait_gc I went one further: http://ift.tt/1DBOlZr
— Nicole (@NicoleBurstein) April 24, 2015And I saw a defaced 'Beach Body' ad in the wild! #eachbodysready http://ift.tt/1EyQSYc
— Nia (@stonecypher) April 26, 2015@JulietteBurton and it's ok to be fat and out of shape instead of healthy? We are a nation of sympathisers for fatties #doesnthelpanyone
— Protein World (@ProteinWorld) April 23, 2015— Protein World (@ProteinWorld) April 25, 2015
@HarrietEJohnson @FemLonCon Grow up Harriet http://ift.tt/1zduymR
— Protein World (@ProteinWorld) April 23, 2015Bad social media 101. @ProteinWorld attack users who dare criticise their ad campaign. @JulietteBurton @UKChange http://ift.tt/1dmLCNo
— Laura Muldoon (@Laurajmuldoon) April 24, 2015@ProteinWorld wow your complete lack of responsibility to young people and education of a healthy (not sexualised) body image is shocking
— Susanne Allen (@susanneallen) April 26, 2015@ProteinWorld heard you guys got some haters. Let me know if you need some back up. #protienworld #beachbodyready http://ift.tt/1Ei1lGf
— Smallville Will (@Smallville_Will) April 27, 2015[via Mashable, images via Protein World, Twitter]