Ad Standards Rules F*ck That On Anytime Fitness ‘F*ck Unfit’ Campaign

Ad Standards Rules F*ck That On Anytime Fitness ‘F*ck Unfit’ Campaign
SHARE
THIS



A motivational advertisement for Anytime Fitness has come under fire by the Advertising Standards Board (ASB) for using the word ‘F*CK’ which appeared on the gym’s social media pages- Facebook and Twitter.

This advertisement consists of a post which included a video and the caption: “It’s time. You know what to do. Say f*ck unfit and change your life. Try our 10-day free trial F*ck Unfit” The video has a female voice over that talks about inner voices and excuses not to get fit. Text which matches what the voice over is saying appears on screen along with pictures of people at the gym and in exercise clothes.

The voice over says “This year join five-hundred thousand voices that say…” the voice over cuts off and the text “F*CK UNFIT!” appears. The video goes on to give more information about the gyms.

Spoiler alert- the Facebook post has been removed because of the ruling, but here is the YouTube spot:

The complaint was because the campaign barely disguised the ‘F Word’:

The campaign uses the title ‘F*CK UNFIT’. This is now used in the text content of related advertising by gyms in the franchise and as an associated hashtag. I object to this as it is offensive and clearly seeks to make use of the word ‘FUCK’ in its advertising.

The word ‘FUCK’ is barely disguised with a ‘*’ but it leaves little to the imagination. If this form of advertising is allowed it is only a short way away from the entire word ”FUCK’ being allowed for use in general advertising. I believe that this advert fails acceptable standards of decency in our community.

The Board agreed with the complaint: “The majority of the Board however considered that while the audience may be narrower than that of the flyers and posters, in the Board’s view many people still find references to the F word to be strong and obscene.

“The Board noted that the phrase, “F*CK UNFIT!” is very clearly in each version of the advertisement and considered that children aged 13 and over would be able to read it and understand it, and in the Board’s view, many adults would find this phrase to be strong, obscene and not appropriate in the context of advertising for gymnasium membership.”

Anytime Fitness representative said the campaign “concluded on 11 February 2017 and our franchise network have been advised to discontinue use of all marketing materials and advertisements associated with the campaign”.

Please login with linkedin to comment

AWARD INDEPTH

Latest News

News.com.au Unveils New Homepage
  • Media

News.com.au Unveils New Homepage

Australia’s leading national news website news.com.au today unveiled a new homepage. As the gateway to Australia’s largest news website, the news.com.au homepage delivers 135 million page impressions per month. The redevelopment of the news.com.au homepage has been designed to evolve the brand into the next decade with plans to roll out continued updates across the […]

Study: Startup Mentality Defined By Culture More Than Age Or Size
  • Marketing
  • Media

Study: Startup Mentality Defined By Culture More Than Age Or Size

The lines between startups and corporates should no longer be defined by organisation size, but by the kind of culture they foster, a panel of top marketers have agreed. Some of Sydney’s top marketers – including Guzman y Gomez CMO Lara Thom, Outdoria CEO Nick Baker, Menulog’s head of marketing Tasman Page and Facebook ANZ’s […]

Cupcakes on a cake stand with sparklers
  • Media

The New Daily Turns Five

Online news site, The New Daily, the brainchild of industry super fund boss Garry Weaven and former Age and Herald Sun editor Bruce Guthrie, turns five this week. It boasts a monthly Google audience of more than two million and close to 500,000 daily subscribers. It’s impressive climb up the Nielsen news site rankings – from outside […]

Nielsen: Aussies Aged 50-Plus Spent Most Time Online With News
  • Media

Nielsen: Aussies Aged 50-Plus Spent Most Time Online With News

Nielsen Digital Content Ratings monthly-tagged data for October 2018 revealed that more than half (52 per cent) of the total time spent online consuming news-related content during October 2018 was by Australians aged 50 plus. Desktop was the device of choice for Australians accessing news stories online, contributing to close to half (49 per cent) […]

Haystac Shakes Up National Leadership Team
  • Marketing

Haystac Shakes Up National Leadership Team

Haystac, part of the BWM Dentsu Group, has announced three key changes to its national leadership team as the agency evolves to service the needs of major national and global brand clients. Haylie Marchant moves into a new national role as head of strategy at Haystac. Formerly the general manager of Haystac Brisbane, Marchant will drive Haystac’s new business […]

Virtue Announces New Key Hires, Campaigns And Partnerships In Australia
  • Marketing
  • Media

Virtue Announces New Key Hires, Campaigns And Partnerships In Australia

Creative agency VIRTUE has introduced a number of key hires, innovative campaigns and an expanding roster of clients within its newly established Sydney office. VIRTUE is the creative agency born from global youth media company VICE, and will service the whole of Asia-Pacific from three offices in Sydney, Singapore and Seoul. The agency aims to […]