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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.
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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