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Simply put, Gawker are hypocrites. The Gawker network has Jezebel breathlessly decrying sexist advertising even when it's such a stretch that Mister Fantastic can't make it. Gawker trolls brands left and right, they sic the pitchfork and torches mobs on any ads they don't like, as if to bully brands to use their creative production house instead. As if any brand would entrust them with their carefully honed brand message after this.
Talk about timing! Just got Goodby Silverstein and Partners case study of their Galacontemplatingyou.com.
Do also read: The Wikipedia Ouroboros - The online encyclopedia chews up and spits out bad facts, and its own policies are letting it happen at Slate. David Auerbach skewers the Guardian for its poor reporting and failure to correct its factually inaccurate article:
Nobody had been banned. But according to the Guardian article, the sky was falling: Five editors who were “attempting to prevent the article from being rewritten with a pro-Gamergate slant” had been banned in a feminist purge, signaling doom for women on Wikipedia.
The article’s hyperbole and defeatism frustrated me. Viral outrage stories don’t just travel quickly through the Internet, but they also reproduce themselves, fanning out into a swath of pointless anger. This happens whether the story is true or false, since truth has little friction on a story’s spread. I saw the first flames on Twitter, as people expressed their disappointment and said they were cutting off their donations to Wikipedia. I sent a correction to the Guardian and badgered it on Twitter. I even resorted to catchy visuals, to no avail.
We are in opposite camps on this one. I loathe this ad.
And, hullo, I'm probably the target market.
I get where the idea stems from, drop all the aspirations of looking good when exercising, because that won't happen, which is a fine insight on it's own if that was the only thing preventing people from going to the gym and the sole cause of obesity. Which it's not. But then to take that (mediocre) insight and actually turn it into a camera that ogles jiggly ass and pan-zooms into bouncing breasts - dudes, wasn't the insight just now that women were self-conscious at the gym, swimming pool, and jiggling around during aerobics? How does cinematically leering at all these women help that? Oh it's empowering now, because it's on the telly? Really, now.
And to top it all off, you're calling women girls. I'm a woman, thank you very much, and so are the women in the advert. Quite simply, it's a fine line to balance and this is no Nike: Find your greatness pep talk, is it? It's also no "My butt is big" poem about a thousand lunges creating a fit body, not a model body. This ad is in a word you English use with such perfection, shite.
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