It was on early this morning. The start was a take off of anti-smoking advertising “Every burger is doing you damage”. Then it showed a picture of a young woman’s bottom and waist with voiceover “this is a healthy woman” then a shot of the same woman, with added muffin top and an outraged voiceover “and this is a muffin top”. So basically eat Sumo Salad.
But let’s just explore a couple of issues here. Firstly that hamburgers are doing you damage. It depends on what type of burger you are talking about. I’m guessing they mean their competitors products which can be high in fat and low in vegie serves. However, unless you are eating them every day then the occassional one as part of a healthy balanced diet probably isn’t going to do too much. Secondly – “this is a healthy woman” – perhaps, or she could be a thin woman with a lot of fat packed around her internal organs. You can’t tell. “This is a muffin top” yes, so what? The model you have used still has a waist measurement under 80cm (from looking at the ad) so that means that she is healthy too, muffin top and all. So get lost with your fat hate. Healthy bodies come in all shapes and sizes. And in male versions too, although you wouldn’t know it from looking at this ad. In fact Looking at this ad you would think we were all just bottoms and waists. So I’m afraid I won’t be supporting Sumo Salad. Fat shaming is not on. Lazy advertising strikes again.
Edited to add: you can see the videos at Mumbrella. Apparently they also target man boobs and cankles. In the comments at Mumbrella someone mentions that there is a radio ad for Subway playing on 2dayFM which tells fat people not to try and fit into last year’s swimwear, and to stay off the beach to keep Australia beautiful. Has anyone heard it? Do I have to avoid Subway too?