Category Archives: Advertising

The Beach Body is back – Protein World’s Controversial Advert On New York Skyscraper

For the love of protein shakes (or not) … just when we had all thought we’d seen the back of that Protein World advert, it has well and popped is bikini body back into the world.

The ad that stars a bikini-clad toned model posing with the slogan ‘Are you beach body ready?’- is NOW plastered on a skyscraper in New York.

Are you beach body ready? Protein World - New York
Are you beach body ready? Protein World – New York

 

 

 

 

 

 

 

 

 

 

 

 

 

In April the advert designed to promote weight loss aids caused huge controversy when it featured across London, posters of the adverts were defaced by feminists & body image campaigners.

The adverts where eventually band but it was reported that Protein World apparently made around £1 million ($1.5 million) in four days.

A series of companies responded with witty comebacks such as Calsberg which we blogged about back in May.

Carlsberg poster are you beach body ready
Carlsberg poster response

Now in one breath I am gutted that these adverts  are back mainly I am just tired of the debate but on the other breath, I stand back in amazement than  Protein World are still pushing ahead with a such determination and confidence.

So I now I will kickback and watch how America responds to these bikini-clad adverts and see if us Brits have overreacted.

 

 

Carlsberg – ‘Are you beer body ready?’ Probably the best comeback in the world!

Carlsberg  response to the Protein World hugely controversy adverts  “Are you beer body ready?” on London Underground is another stroke of marketing genius and really quick thinking.

carlsberg
Carlsberg advert

The beer brand moved quickly to take the space next to next to the controversial advert using a  Carlsberg bottle in a little yellow bikini bottom, created by the creative agency Fold7 who also designed “Probably the best poster in the world“ which we blogged about a few weeks ago. Fold7 we salute you!

The original Protein World ads featuring a model posing in a bikini and asking Screen Shot 2015-05-04 at 14.47.48 have sparked a public backlash for making people physically inferior to the unrealistic body image of the bronzed model in the campaign with more than 70,000 people signing an online petition demanding the adverts be removed.

The Advertising Standards Authority (ASA) has also announced it will launch an investigation to establish if the ads broke “harm and offence rules or is socially irresponsible”.

Protein World has retweeted the image arguing that “If @Carlsberg are getting involved, you know you are #winning”.  Their over confident, thick-skinned attitude to the backlash of there adverts leaves me somewhat speechless.

But the clever advertising by Fold7 makes me so proud to be part of the creative advertising world.

… And just for the record Protein World my body is defiantly in beer body shape!