These Shocking 'Fat C*n't' Billboards Are Actually Meant to Challenge Body Bias

An inclusive sportswear brand says the campaign is designed to show body size doesn't matter when it comes to sports

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Every once in a while, a billboard demands a second look, and the latest creative from inclusive U.K. cycling brand Fat Lad at the Back is no exception.

The business, which sells plus-size sportswear, is running a series of attention-grabbing out-of-home (OOH) ads up and down the country which read: “Fat C*n’t. Actually Fat Can.”

At first glance, the creative appears to direct an expletive at the subject. But, a closer look reveals a creative idea designed to underline the fact that people of all sizes can ride a bike, be fit and take part in sports.



A poster reading "Fat C*n't. Actually, Fat Can. Top-quality cyclewear for every body"
Mellor&Smith, Fat Lad at the Back

The push, from agency Mellor&Smith, was based on the experiences of the plus-size community, who told the brand that they often experienced abuse while cycling.

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