Jezebel loves this. I think it's powerful advertising, in that it's eye-catching and on-message.
The woman in the ad is Jelena Abbou. And yes, "they" are real. Jezebel's Jenna Sauers points out that this ad is going against common perceptions of heavily-muscled women as seeming less feminine. I think that's a good point. But on the other hand, if the nearly-impossibly thin model ideal were to be replaced with a nearly-impossibly fit one, will the average woman be any happier?
Nevertheless, they have my attention.