Is This Surfing Ad From Roxy Apparel Too Sexy for Its Own Good? | Adweek Is This Surfing Ad From Roxy Apparel Too Sexy for Its Own Good? | Adweek
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Is This Surfing Ad From Roxy Apparel Too Sexy for Its Own Good? Teaser with Stephanie Gilmore provokes outcry

Surf and sports apparel brand Roxy's teaser ad for the Pro Biarritz 2013 surfing contest, which it's sponsoring, is more about butts than surfing, which hasn't sat well with some viewers. (See what I did there?) More than a few critics have sneered at the ad's focus on the surfer's body instead of her skills, and I have to say, I agree with them. The idea of not showing the woman's face was to have fans guess who she was—turns out it was Stephanie Gilmore, as you can see in the reveal video after the jump. But coming from a company that claims to speak to female athletes, the teaser video pretty much ignored athletics for blatant eye candy, and Roxy's official response to its critics was a non-committal word salad that didn't actually address the main complaint. Besides, it's not like Gilmore would be less attractive or marketable if they actually showed her surfing.

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