And that’s not all
People these days are a lot more vocal about things that offend them or could be seen as offensive to other people. Body-shaming is a very hot topic right now; people get mad when you call them too fat, when you call them too skinny, when you call them unfeminine or not masculine enough… People in every country are ready to shut down the haters who won’t let them live they way they want free of pressure and judgement. So it seems crazy that some people are completely oblivious, and that they continue to put out offensive ads that go viral and ruin their reputations.
Gold’s Gym is in hot water after one of their franchisees decided to put out some ads that women roundly deemed to be highly offensive and degrading. Women and men that would never even have the ability to travel to that gym, which is located in Egypt, feel that it’s a reflection on the entire company, and the backlash may be insurmountable. See the ads for yourself here!
Retribution was swift for the Egyptian Gold’s Gym franchise.
Women in Egypt enjoy more freedoms than women in most African and Middle Eastern countries. They’re welcome to attend local gyms and get healthy if they so choose. But there are still pervasive attitudes about objectifying women as eye candy. To illustrate this case, a Gold’s Gym in Giza, Egypt has no problem welcoming both sexes to become members, but they seem to prefer that their female members be sexy. The rest of the world did not approve of this requirement.
The Ads Seen Round the World
Gold’s Gym Dreamland in Egypt tried to get some interest from potential female members and created two ads they thought would appeal to them. They didn’t. The first ad shows a fit woman struggling to break free from a cartoonish, obese woman stuffing her face. While some people might be motivated by the idea that they have a thinner person inside of them, few would want to see themselves as hugely obese cartoon characters that are constantly eating. But that was just the beginning. The gym’s second ad is the one that really riled people up across the world.