An industry look at social issues in advertising and media
Friday, February 25, 2011
When are you due, Mister?
These personal trainer ads from Montreal's BBR don't pull any punches. While comparing the beer gut to a woman's pregnant belly is an old joke, this takes it a little further:
Is it a boy, or some grill?
Pee negative, but positively famished for poutine.
And yes, you can say the campaign is "body normative" or whatever. But these are men we're talking about here. And a beer belly alone — as opposed to overall obesity — is not usually a result of having a different body type. It's about overindulgence and inactivity, and it puts men in much greater danger of diabetes, heart disease, stroke and some types of cancer.