Gillette Accused Of Promoting Obesity & Attacked By Trolls In New Plus-Sized Campaign

Gillette Accused Of Promoting Obesity & Attacked By Trolls In New Plus-Sized Campaign
SHARE
THIS



If there’s one brand pioneering the body positive movement at the moment it’s undoubtedly Gillette.

Enter its latest campaign in the UK that features body-positive influencer and author Anna O’Brien (aka Glitter and Lazers) to promote the brand’s Venus range of razors for women.

The social media campaign features O’Brien in a bikini on the beach alongside the tag, “Go out there and slay the day.”

Screen Shot 2019-04-09 at 11.13.21 am

And, as these things tend to do, Gillette’s decision to use O’Brien has received as many bouquets as it has buckets and shows that fatphobia is still well and truly alive.

Some of the comments were so mean as to be unpublishable, while others questioned O’Brien’s physical and mental health.

One person tweeting: “99% sure the woman in the photo is on an anti-depressant and/or statins. I have several loved ones that are obese. I’m all for making ppl feel comfortable in their skin, but let’s not glamorize obesity, please. It is NOT healthy. Supportive is fine. Encouragement is cruel.”

Another added: “Promoting heart disease is so cool.”

“There is nothing empowering about the risks associated with obesity! Celebrating destructive behaviour is irresponsible,” penned another non-fan.

Interestingly, some of the biggest critics of the campaign came from overweight people themselves or people who had lost loved ones to obesity.

One man wrote: “It was hurtful when my obese mother died at 40 and couldn’t see me graduate high school. It was hurtful when I was 500lbs and could barely walk. I’ve lost 150lbs & have much more to go. I find this ad extremely offensive. This is unhealthy & helps no one.”

“There’s no reason to be rude or unkind to someone who is obese and there is no reason @GilletteVenus should be encouraging life threatening obesity. This would also be true if they used an anorexic model. I wish the model they used well but Gillette should know better,” penned another.

While another added: “I’m overweight but am trying to get to a healthy weight because I KNOW and I SEE how unhealthy it is. When I see obesity to me it means bad health and a shorter life. 30 lbs to go to healthy weight, halfway there.”

While there was also some positive messages too.

“Thank you for representing the diversity of beauty of women in this AMAZING, joyous, dynamic photo,” wrote one one woman on the Instagram post.

Another wrote: ‘ALL THE YES!’

In response to negativity Gillette Venus tweeted: “Venus is committed to representing beautiful women of all shapes, sizes, and skin types because ALL types of beautiful skin deserve to be shown.

“We love Anna because she lives out loud and loves her skin no matter how the ‘rules’ say she should display it.”

 

 

Please login with linkedin to comment

Ad campaigns Gillette

Latest News

Indie Digital Agency Half Dome Acquires Consumedia
  • Media

Indie Digital Agency Half Dome Acquires Consumedia

Half Dome today announced the acquisition of independent media agency Consumedia to create a full-service media agency, working with enterprise level clients across Australia.

person using mobile application on smartphone, abstract close up of hands
  • Technology

Mobile Advertising Company Kargo Announces New Hires Following H1 Growth In APAC

Kargo has today announced several major growth milestones across the APAC region for the first half of 2021, more than doubling H1 revenue year-over-year with 115 per cent growth. Kargo also ran 41 per cent more campaigns in the region than in H1 2020 and the average campaign size increased by 32 per cent over […]

Hootsuite Acquires Conversational AI Platform Heyday
  • Technology

Hootsuite Acquires Conversational AI Platform Heyday

Hootsuite has today announced its acquisition of Heyday, a Montreal-based conversational AI platform that enables brands to deliver personalised customer experiences through 1:1 messaging conversations. Commerce is rapidly moving onto social and messaging platforms. Hootsuite, a pioneer in the social media management category, has the largest customer base in the industry and with this acquisition […]

Officeworks Partners With Canva
  • Campaigns

Officeworks Partners With Canva

B&T's a huge fan of the Officeworks shopping experience, but just throwing it out there about possible $1 hot dogs?

PRIA Announces National Conference
  • Marketing

PRIA Announces National Conference

Public Relations Institute announces national conference. Sadly, Roxy won't be speaking on unwanted doorstep excreta.

EATIVITY Founder Moira Geddes Becomes First-Ever Micro-Publisher To Take Part In IAB Mentorship Program
  • Technology

EATIVITY Founder Moira Geddes Becomes First-Ever Micro-Publisher To Take Part In IAB Mentorship Program

Moira Geddes, founder and director of independent food publication EATIVITY has been handpicked by IAB Australia to become the first ever micro-publisher to take part in its Mentorship Program, highlighting the important role that specialised custom digital sites play within the country’s media landscape. EATIVITY aims to keep consumers in the know and help small […]

Hivestack Appointments Ichiro Jinnai As President, Japan
  • Advertising

Hivestack Appointments Ichiro Jinnai As President, Japan

Hivestack, the global ad tech leader in programmatic digital out of home (DOOH) advertising, today announced the appointment of Ichiro Jinnai as president, Hivestack Japan. Jinnai will be responsible for driving the regional strategy, direction and expansion of the Hivestack platform in Japan. “I am beyond thrilled to welcome Ichiro Jinnai to the Hivestack family,” […]

LENS Technology & Analytics Appoints Nikhil Elayat As Business Director
  • Advertising

LENS Technology & Analytics Appoints Nikhil Elayat As Business Director

Audience measurement platform LENS Technology & Analytics has appointed Nikhil Elayat to Business Director to fast-track growth opportunities across Australia and New Zealand. Elayat (pictured) joins from New Zealand’s largest independent advertising agency, Stanley Street, where he was head of advertising technology. He played a pivotal role in building adtech functions within the performance team […]

Burnet Institute Launches How Science Matters Podcast
  • Media

Burnet Institute Launches How Science Matters Podcast

Australian medical research institute, The Burnet Institute has launched, How Science Matters podcast. The informative podcast will be co-hosted by former ABC Radio journalist Tracy Parish and Burnet institute director and CEO Professor Brendan Crabb AC. Crabb is also a microbiologist, malaria researcher and will share his knowledge on contagious diseases. How Science Matters was […]

D&AD & Google Launch Shift In Sydney
  • Advertising
  • Media

D&AD & Google Launch Shift In Sydney

This extols "turning your passion into your profession". Unless your passions are dancing dachshunds or roller limbo.