It happens every day. In fact, it is pretty hard to avoid it. There are some things that can only be understood with a slap on the forehead. Things so mind-boggling that one wonders how humans managed to evolve thumbs while being this mentally inept. Case in point:
Feminists protest Protein World ad campaign
A company in Britain named Protein World issued an ad campaign for subway stations. The campaign was for Protein World’s weight-loss items. It featured toned men and women standing against a yellow background. The tag line: “Are you beach body ready?”
This is typical weight-loss and fitness advertising. However, feminists were incensed by the image of the half nude, bronzed, athletic woman. (They did not care that the campaign also included an image of a half nude, bronzed, athletic man.) It began with Hannah Atkinson tweeting about it.
From there, scores of feminists took to the subways in Britain to deface the ads with snarky commentary. This led to a Change.org petition to pull the campaign. The petition creator stated:
British Charlotte Baring, founder of the petition, wrote: “Protein World is directly targeting individuals, aiming to make them feel physically inferior to the unrealistic body image of the bronzed model, in order to sell their product.
“Perhaps not everyone’s priority is having a ‘beach body’ (by the way, what is that?), and making somebody feel guilty for not prioritising it by questioning their personal choices is a step too far.”
Just so we are clear, this is the horribly sexist, unrealistic body image Protein World used to make feminists feel physically inferior:
The model in the image is a real person who is a vegan and regularly works out to attain that body type. That destroys the notion that this is an unrealistic body image.
Can everyone look like this? No. Different people have different body types and cannot necessarily become that skinny or fit. Few things, however, prevent people from losing weight. If one wanted to get in shape, one could do so. Chances are you would not look like the woman from the ad, but you will be “beach body ready.”
Yet the feminist response to the campaign would suggest that feminists think trying to attain that body type, wanting to lose weight, wanting to be healthy, and being considered attractive are bad.
In any other situation, this would play out the usual way: feminists would complain, progressive media outlets would cover the complaints, social media would spread the complaints, and eventually the company would do whatever feminists demanded.
In this case, that did not happen. Protein World pulled the ads because they were at the end of their cycle. The company did not appear to care about the negative responses. To the contrary, they, as Brits would say, took the piss right out of feminists. For example:
Or this exchange:
As my cousin would say, no fucks given.
There are scores of other responses like these on Protein World’s twitter feed. It is wonderful to see a company stand up to feminist bullying and defend themselves and their product.
Of course, that only angered feminists more, hence the bomb threat against Protein World. It is possible that some random person sent the threat just to cause problems. Yet that is so highly coincidental that it seems implausible. Some people are idiots, but it is more likely that someone angry at the company would send that threat. At the moment, that is feminists. Curiously, this did not receive nearly as much attention in the progressive media as the complaints against the ad campaign.
Despite that, Protein World has much to gloat over, namely their increased sales:
Protein World, a little known British diet shakes and supplements company that only launched 18 months ago, apparently made around £1 million ($1.5 million) in four days after being unintentionally boosted by enormous backlash from “body shaming” campaigners over an advert.
Protein World only spent £250,000 ($384,589) on a range of billboards (as pictured) in a number of London underground stations.
I was once accused of engaging in schadenfreude. I did not that time, but this time I am. I may look as indifferent as my avatar, but inside I am all this: