The ad featured a 23 year old Australian model, Renee Somerfield, who is tall and extremely slight.
Sullivan (2015) reported that "Thousands of women have slammed the ads as sexist, arguing they commodify women’s bodies". And, as fast as the ads went up in tube stations, platforms and trains, members of the public were adding their own creative spin - graffiti - to them.
Those responses ranged from spontaneous and direct to funny and provocative. Many were very clever. Some were simply offensive.
In response to the ad, the UK public sent over 400 complaints to the Advertising Standards Authority, held a protest in London’s Hyde Park with everyone in swimwear, sparked a Twitter hashtag #eachbodysready, and more than 70,000 signed a petition on Change.org, entitled "Remove ‘Are You Beach Body Ready’ Advertisements".
British Rail pulled the ad before it completed its run due to concerns about vandalism and the increasing hostility of the language. However, the ads sparked a meme that spanned the globe.
I put a clip together illustrating the change (NB: some images contain offensive language). Watch below:
Sam
References:
- Maurer-Prager, Ayala (26 April 2015). Women of London we're BLAZING in our no-to-#BodyShaming glory. (Tweet image). Retrieved 2 February 2016 from https://twitter.com/search?q=%40A_MaurerPrager&src=typd
- Sullivan, Rebecca (2015). Aussie model Renee Somerfield defends ‘Are You Beach Body Ready?’ ad campaign. Retrieved 4 June 2015 from http://www.news.com.au/lifestyle/beauty/aussie-model-renee-somerfield-defends-are-you-beach-body-ready-ad-campaign/story-fnjcnzwg-1227323278013
- Sweney, Mark (2015). ‘Beach body ready’ ad banned from returning to tube, watchdog rules. Retrieved 4 June 2015 from http://www.theguardian.com/media/2015/apr/29/beach-body-ready-ad-faces-formal-inquiry-as-campaign-sparks-outrage
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