these are both the dumbest AND the most offensive ads i’ve ever seen. kudos, jerkface yogurt company!

Fit Light Yogurt is currently running one of the more head-splodingly offensive ads I’ve ever seen. They’ve re-worked famous movie scenes and inserted fat women in them, the better to shame all us fatties over how we don’t fit into society, or something. Here’s their take on American Beauty:

fit light yogurt american beauty

ADVERTISING FAIL. This woman is hot, you dumbfucks!

What makes it even worse is the accompanying tagline: Forget about it. Men’s preference will never change. Fit Light Yogurt. I don’t know what’s more stupid and wrong here, that a) this woman’s build would have been widely considered attractive and voluptuous by western conventions — and fairly normal, for financially well-off women — not very long ago, so clearly men’s tastes do change; or b) the idea that you should be skinny not for your own self-esteem or health, but so you can snag a man.

I thought that was bad, until I saw their version of The Seven Year Itch:

fit light yogurt some like it hot

It’s not enough to be skinny, you also have to be white and blonde to get a man! Women of color — also brunettes — need not apply, just resign yourself to dying alone except for your 37 cats right now!!

Congrats, Fit Light Yogurt. I am so disgusted with this advertising campaign that I wouldn’t eat your yogurt if I had a yeast infection so bad that it felt like my hooha was full of burning centipedes and I was trapped in a giant fridge stocked with nothing but Fit Light Yogurt. (The active live cultures in yogurt help prevent/cure yeast infections, if that last sentence was lost on you.)


11 Comments (+add yours?)

  1. cat
    Jun 16, 2009 @ 16:06:01

    This is truly an idiotic add campaign. In seeing the first picture with the roses I didn’t quite get it because you’re absolutely right – the woman in this photo is wonderfully sexy and attractive. I thought it must have been an add that’s pro-curves! I’m betting the other woman would seem pretty gorgeous too if not for the stupid wig and blanching of the photo. We don’t have fit-light yogurt over here but you can bet I’ll be boycotting if I find that they have another brand. What an outrageously misogynist message: women have to look a certain way and that reason for this is so they can ‘get’ a man.

  2. pinstripebindi
    Jun 16, 2009 @ 16:11:29

    Exactly, it’s the whole “There is only one acceptable way for women to look!” idea that really gets up my butt.

  3. Julie
    Jun 17, 2009 @ 02:37:39

    The first pic is even prettier than the original Am Beauty shot. What\’s equally disgusting about this is that they will probably get a bunch of publicity either way – it\’s like the \”Speidi\” version of advertising.

  4. Sadie
    Jun 17, 2009 @ 14:03:58

    I’ve got to feel sorry for the women that posed for such an advertising campaign. Assuming they knew the angle that the advertisers were working, what kind of shape must their self esteem be in? It’s just sad.

    And the American Beauty spoof lady is fucking hot. Jesus.

  5. pinstripebindi
    Jun 17, 2009 @ 14:11:01

    I doubt their self-esteem has anything to do with it. Pride doesn’t pay the rent, and when you’re a model — particularly a large one, whose prospects are few enough — you take the jobs that are offered. And that’s just assuming they knew what the shots were going to be used for; often models have no idea what’s going on and they might not have known they were going to wind up being used as part of some fattie-shaming ad campaign.

  6. Sadie
    Jun 18, 2009 @ 13:07:16

    Ah well.

    Imaging being the pluz-sized model who didn’t know what it was being used for, and then seeing that.

    I’ve already lost enough faith in humanity.

  7. Connie Luo
    Nov 01, 2009 @ 10:52:19

    Amen! These women are so beautiful…

    So scrumptious…:]] what is wrong with them? NOTHING!

  8. Michelle Armour
    Dec 10, 2009 @ 01:52:00

    What I think the models (and their photographers) have done is to be so beautiful the adds have back fired! Give me the full fat yoghurt….certainly not their brand.

  9. eggplantinspace
    Mar 29, 2010 @ 15:05:17

    Good blog. I hadnt seen these before. I think the girls look great, but I totally agree the idea of the ads is pretty appauling.

    Maybe we really shouldnt complain too much though as they really do look good.

    Hope you dont mind me tagging.

  10. Trackback: Week 1: Life in Blogland « Eggmosphere
  11. Tiny-Dicked Asshole
    May 20, 2010 @ 14:06:37

    Oh I’m so sorry, but you must have confused my blog with the comments of The Daily Fail, where they allow ignorant, narcissistic fat-bashing douchebags to claim that what they personally find attractive is what all of humanity finds attractive. Better luck next time!


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