This viral for Jack&Jones "Fitness Club" isn't implying that the clothes will suddenly cause heart attacks in healthy young men, but all the sudden sexscapades they get into might. Unless you're cardio-fit, which the Kardashian-like bombshell will help you with.

Naturally, as soon as the film took off, people in Sweden were offended by it. Not by the tired old idea and the California execution of it, but the tactic of selling mens clothes by using half naked women, used by the likes of Duncan Quinn and many more. 64 people so far have reported the ad as sexist to the Swedish RO (advertising ombudman) already. Unlike the weird "sexist" labeling on the cheese with tasty holes, this sudden mass-reporting of an ad has a tanned leg to stand on.


about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Comments (2)

  • AnonymousCoward's picture
    AnonymousCoward (not verified)


    May 22, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    It doesn't offend me, I think it's a funny commercial, but I know if people that would take offence.


    Jul 22, 2012