A sexist new ad in Wales is creating a social media uproar.
Unbelievably – because, as Trudeau would say, it’s 2016 – the ad features a woman’s thong bottom-clad ass and encourages people to join a gym to see more of it.
Because all women workout with their perfectly toned asses completely exposed for the indulgent stares of fellow gym-goers, right?
Image: Twitter
In a parking lot for a gym in Cardiff, Wales, an ad for UFit gym features the image of the woman’s butt front and centre, accompanied by the caption: “there’s better things to be stuck behind than the car in front.”
Yes, we’re serious. It’s almost as big as an advertising fail as this is.
Naturally, it didn’t take long for a flood of social media users to take to Twitter to call out the sexist ad for its blatant objectification of women.
I am going to keep tweeting this sexist advert from my gym, @ufit_fitness, so that lecturers in #sexist advertising can find it easier. pic.twitter.com/hNEkDiFC4n
— Alice Gray (@AliceJaneGray) October 2, 2016
One Twitter user even spotted it along the half-marathon route and complained to the organizers, who responded to her, calling the ad “inappropriate.”
Not a particularly appropriate or empowering advert on the @CardiffHalf route. I’d be shocked if title sponsor @cardiffuni supported it pic.twitter.com/SoWxbcj75a — nattylou (@nattylou) October 2, 2016
We don’t know who would approve of such a horrible ad, but if advertisers could all agree to stop using women’s bodies like cheap props, that would be great.
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