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Dated concepts of femininity and Martha Stewart both get some good-natured ribbing in the first work for bodybuilding Web site femalemuscle.com.
The Internet banner ads, which broke late last month from Follis Advertising in New York, play off the old-fashioned mentality that femininity’s all about baking cookies and arranging flowers, said John Follis, agency president/creative director.
One ad shows the bold words, “Martha Stewart’s a wuss,” on a reddish background before animating to a clickable femalemuscle.com logo.
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