Thursday, June 21, 2007

When yogurt goes bad

Sometimes, I think I should add a “Things That Are Wrong” tag to the site. But then I realize, damn, that’d be a lot of things. Anyway, file this Brazilian ad campaign for light yogurt as one of those things. The shots recreate famous movie moments (Mena Suvari in “American Beauty,” Marilyn Monroe in “The Seven Year Itch,” Sharon Stone in “Basic Instinct) with plus-sized models. The tagline reads: “Forget about it. Men’s preference will never change. Fit Light Yogurt.” Gee, that’s not offensive at all. I happen to think the ladies look pretty damn good. Lovely even. And the composition of each shot is brilliant. As if we needed more reminders that a billion-dollar industry’s sole objective is to make us feel shitty about ourselves so we’ll buy their crappy products. Sigh. Well, since “men’s preferences” aren’t really top priority here at Surrenders, let’s just celebrate Real Beauty instead.

p.s. This ad totally made me cry during the Super Bowl.

16 comments:

Anonymous said...

I thought this sort of thing wouldn't ever happen in a civilised society. Of course, I was forgetting how this society - Capitalist patriachy that it is, is full of shit most of the time. If people don't complain - LOUDLY about this add then I despair of humanity. Again.

Ladies, this has gone beyond a joke - it's time to take a stand - don't let the bastards tell you you're fat - YOU'RE ALL GORGEOUS!

Anne said...

Wow...the "American Beauty" model is HOT!!

Outtahere said...

At much as I hate the add ... I feel the need to point out that Queen Latifa is the only 1 of 100 on the AfterEllen Hot list that might qualify as plus size. It isn't just straight men that like a lean woman.

I am plus size, and I would prefer if I wasn't, but yogurt ain't gonna make me thin, either.

mimi ka. said...

As brazilian, i gotta say that add is one of the best i saw, for the fact that for once, puts an out-of-standard-model on it! Of course... the add is probably making a parody so that we get diet... but i saw it on another way! I think they're gorgeous!

nycrouge said...

But here's my question. When these women were at their photo shoots, looking hot and confident, did they know that the eventual images would be used for such ridicule?

MetaSin Girl said...

I also thought this ad was a parody when I first saw it. When I read the tag line, I was thoroughly disgusted.

The yogurt is made by a Brazilian company, Itambé (the ad was done by a company called Salles Chemistri). Itambé’s website is: www.itambe.com.br, and is viewable in English.

They’ve very thoughtfully included a “Contact Us” page on the site - ya know, if anyone wants to vent and let them know what misogynistic scumbags they are.


And nycrouge – that’s a damn good question...

reelgal said...

Doro, you're awesome.
These women are beautiful, all the way.

Thanks for the link, Meta. I'm off to be a FEMINIST scourge.

Anonymous said...

What a shame that these gorgeous shots have been used in such a negative way. All I know is that tonight I'll be dreaming about rolling around in those rose petals with that beautiful woman!

Anonymous said...

Yes, this is bad...but I really can't concentrate on that right now....thinking about the absolute loveliness of the American Beauty shot.

Slacker said...

The Brasilian pictures are lovely.

The Dove ads are good -- and make me cry and stuff (even if they don't fully believe as a company, they've got my biz) -- don't quite overcome the indignity inflicted on the first three women.

slacker said...

BTW, outtahere makes a very valid point.

Jean said...

Sweetie, thank you so much for showing us the gorgeous pictures of these beautiful women divorced from the offensive ad content. :-)

May the purveyors of that ad be rejected by every single person they fancy until the day they die (or the day they atone for being such creeps, whichever comes first).

You rock.

ProblemWithCaing said...

Brazillian Sexuality, is really fucked up: why do you think they have an epidemic there of Shemales pumping themselves (and their assess and tits) full of industrial waste silicon and other toxins?

It aint because they have the last word on healthy body images and interpersonal relationship-building, thats for damn-sure......

---mona said...

i chose your blog entry for my media & culture class ad detective assignment

so thank you
very inspiring!

Anonymous said...

I think you may be getting the wrong end of the stick with these ads. The tag line is not offensive at all and I'm not a skinny girl either. In Brazil being skinny is not a sought after body ideal for women, they like their women with meat on them, as a matter of fact Brasilian women have the least body hang ups in the world. The tag line is basically saying don't worry too much about having to lose weight, men like their women with curves! Which for a Brasilian man is completely true! These ads are great and not offensive at all.

Anonymous said...

does anyone know where these ads appeared? (magazines, billboards, etc?) I want to analyse it for a university assignment but i need the context.