Swimsuit models attempt to emulate ordinary people for laughs

"Hey, you know what would be really funny?" asked the Creative at Grey, NY, to nobody in particular. "If we took these sexy supermodels and juxtaposed them with 'trashy' versions of themselves in the SI swimsuit issue!"

And thus a DIRECTV campaign was born:

What could be funnier than fantastically rich supermodels pretending to be less glamorous people?

A lot, probably. But it's the last juxtaposition that really bothers me. The intention is to show that DIRECTV is for the beautiful, sexy people, while cable is for... you know... others. Like working class housewives, or cat ladies, or or service industry workers.

That's not out-of-touch at all. Not even the slight bit classist. Nope.

Thanks to Adland for the tip (and all images).

Barbie's on the cover of the SI Swimsuit Issue - but will anyone notice?

Via Business Insider

Okay, she has a bigger head and a smaller bust than Kate Upton. But the plastic skin tone is bang on.

Adweek's Emma Bazilian writes,

Along with the editorial spread, Mattel and SI are also collaborating on an advertorial component around Barbie’s new “#unapologetic” campaign, which celebrates Barbie’s (sometimes divisive) role in society. “As with Barbie, every year the Swimsuit edition sparks conversations about women and body image, and Sports Illustrated stands unapologetically behind this issue that women, in reality, love,” a Mattel spokesperson told Adweek. “Unapologetic is a rally cry to embrace who you are and to never have to apologize for it.” A billboard teasing the campaign (and Barbie's involvement in the Swimsuit Issue) made its debut in Times Square earlier this month.

#unapologetic is an interesting move for Mattel, who redesigned the iconic doll in 1997 to have more "realistic" proportions, and in 2012 had her "run for President." It seems they have decided to embrace the controversies about Barbie and body image. 

Don't forget, girls: Anything is possible! (Adweek)

In this case, the convergence of little girls' playthings and adult male desire is super creepy. When you read copy like "a playful, behind-the-scenes video series... shows fans what it takes to be a Sports Illustrated legend — like Barbie!" who exactly are they talking to? Who is supposed to buy these cross-promotional dolls? 

If this plays out the way I think it's going to, I'm pretty sure some apologies will be in order.

Related posts:

One of the better "realistic" Barbie dolls I've seen

Barbie joins the RCMP, goes ginger, in Mountie/Mattel cross-promo

My favourite Barbie photo in the history of ever

Chocolate as sex: Not just for women anymore

Jezebel recently ran this picture, an image from the back of this year's Sports Illustrated Swimsuit Edition, with the headline "The Back Cover of the Sports Illustrated Swimsuit Issue Tells You to Fuck a Piece of Chocolate."

The M&M custom ads for SI's annual spankbank bait is actually a tradition that goes back a few years.

Here's one from 2011:

Via Social Media Trend

Here's 2009:

Via Sociological Images

In fact, the "sexy green M&M" has been part of Mars Inc.'s strategy for several years:

It's intended as a parody. This year's candy pinup is a send-up on the Antarctic cover shot for which Kate Upton almost literally froze her ass off.

At this point, though, I'm not sure the humour is even there anymore. It's the other side of the food-as-sex trope that crosses the streams of primal urges in increasingly weird ways.