Just one problem: That ad is 13 years old.
In 1998, The Body Shop debuted its self-esteem campaign, featuring the generously proportioned doll we dubbed "Ruby." Her rubenesque figure graced windows in The Body Shop windows in the UK that year, along with our slogan, "There are 3 billion women who don't look like supermodels and only 8 who do." She went on to appear in stores in Australia, Asia, and the United States, where she captured the imaginations of consumers weary of the rail-thin heroin-chic of the beauty industry's advertising messages.
Ruby was a fun idea, but she carried a serious message. She was intended to challenge stereotypes of beauty and counter the pervasive influence of the cosmetics industry, of which we understood we were a part. Perhaps more than we had even hoped, Ruby kick-started a worldwide debate about body image and self-esteem.
But Ruby was not universally loved. In the United States, the toy company Mattel sent us a cease-and-desist order, demanding we pull the images of Ruby from American shop windows. Their reason: Ruby was making Barbie look bad, presumably by mocking the plastic twig-like bestseller (Barbie dolls sell at a rate of two per second; it's hard to see how our Ruby could have done any meaningful damage.) I was ecstatic that Mattel thought Ruby was insulting to Barbie -- the idea of one inanimate piece of molded plastic hurting another's feelings was absolutely mind-blowing.
So yes, Mattel did send a cease-and-desist. In the last century. Here's a different version:
|Via Big Fat Deal|
|Via El Blogo De Mango|
|Via Ruby's creator, Host International|
Not that it makes it any less of a good campaign, or Mattel's reaction any less stupid. But get with the times! Today, we're hating on Mattel and Barbie for irresponsible cardboard sourcing in their packaging.