New take on controversial campaign
In spring of last year Protein World rolled out what was to become one of the most provocative health campaigns in living memory (read more). The bold yellow and monochrome advertising featured Australian model Renee Somerfield in a bikini alongside the line “Are you beach body ready?”.
The campaign kicked a hornets nest of regressive, lefty, feminists who, failing to comprehend the health message, took immediate offence to a campaign featuring a woman in a bikini, which they claimed ‘objectified women’, despite the fact that a number of similar campaigns had been run in the same locations around the same time featuring fully naked men (albeit with the bits pixelated), to absolutely zero outcry. Such was the furor that advertising standards didn’t really do anything about an online petition to have the ads taken down and a “mass” protest of around 20 feminist staged a protest in London, many of whom when interviewed claimed to have suffered with eating issues.
Taking inspiration from Protein World, travel company Thomas Cook’s new campaign includes a similar strap line “Are you beach holiday ready?” and is also accompanied by visuals featuring a similar bold yellow colour design. Focused on encouraging fitness, it enlists former popstar Michelle Heaton of the group Liberty X, who features in a series of 3 minute, no equipment, workout videos that target abs, upper body, lower body and cardio fitness.
As with the Protein World campaign, the concept is as compelling as ever. In order to achieve a health and fitness goal such as weight loss, you first need to have a worthwhile goal to aim for. Whilst getting fit for the sake of your own health is great, it’s even better if you can celebrate it. If you’ve gone to the effort to improve your body why not show it off on the beach in the sun. So with the message of this campaign being pretty much identical to that of Protein World, it will be interesting to see if the feminist backlash is quite so “furious” this time around.