Over the in the UK the London underground has been getting a bit of attention lately, namely thanks to some ads from protein company Protein World.
An ad appeared on around the transit system featuring Aussie model Renee Sommerfield, asking whether commuters were ‘beach body ready?’
The ad scorned a heap of backlash on social media. Memes of it erupted, people started posing next to the ads and many of them were vandalised. A petition via Change.org has been issued to get the ‘body shaming’ ads removed.
— Anastasia López (@AnastasiaLopezD) April 26, 2015
— Ayala Maurer-Prager (@A_MaurerPrager) April 26, 2015
— Norse Gamer (@Norse_Gamer) April 26, 2015
— The Juude (@juukuchi) April 26, 2015
Sommerfield responded relatively elegantly to the uproar, telling Huffpost UK Lifestyle: “I think nearly every ad campaign you have ever seen is open to interpretation. But saying the ad is body shaming by body shaming the image is very contradictory. Two wrongs don’t make a right.”
Protein World was somewhat less elegant in its retort. While many have taken to Twitter to let the company know exactly what they think of them, so too have Protein World.
The company has hit back at Twitter commentators, telling one of them to grow a pair of balls.