Meet the British Brand That Gleefully Hates 'Fatties' and Their Sympathizers

And flames those who object to its ads

#SMW is right around the corner. Join us April 9-11 in NYC to get up to speed on all the latest strategies, technologies and trends you need to be following. Register now.

Not everyone thinks having a so-called beach body means being a svelte, bikini-clad model. Now, British people are creatively reminding one advertiser of that.

U.K. fitness brand Protein World has been running billboards in the London Underground featuring a skinny woman in a revealing swimsuit, alongside the incendiary tagline, "Are you beach body ready?"

Unsurprisingly, a number of people have taken exception to the implied standard for beauty, and have been hijacking the campaign as a canvas for messaging about positive body image—by posting new versions online.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in