Take a look at this advert.
Does it offend you? Don’t worry – there isn’t a right or wrong answer to this question, I’m just being curious.
Because – unlike what you may have initially thought – I’m not offended by this advert; I’m merely bored by it.
I’m bored by the slim blonde woman. Sent to sleep by the block colour background and statement lettering. Yawning at the implication that not only is the packaging small, but the model is draping herself over the phrase, physically linking herself to it; “think small! Drink our small drink and be small!” Don’t make yourself big, don’t be big and don’t think bigger than this.
After last year’s Protein World “Are you beach body ready?” debate, you would have thought portion ads marketed at women would have learnt a thing or two. Here the ad team must have seen the ban on outright body shaming ads and thought; let’s move the woman left of centre! And we’ll make it seem all about the product, even though there’s a yoga toned model in the corner, by only describing its ingredients and lack of gluten (perfect for the ‘clean’ eating brigade), rather than demonstrating its efficacy.
I don’t want to body shame the beautiful model in this ad, but where are her flexed muscles? Where’s the sweat? The look of intent one gets when someone else has the machine in the gym you keep missing due to poor timing? Where’s the glint of pride earned from surpassing one’s own expectations in the hand weights section?
The answer is not in this advert. It’s in gyms across the country. In parks, in living rooms and community centres. It’s in Sport England’s This Girl Can campaign. It’s even in the recent Adidas Woman campaign where they invited loads of uniformly slim followers to don their three stripes and give thanks for Karli Kloss.
I had a response on Twitter calling out my original tweet about this ad, picking up on protein not being a weight loss tool (I’d argue the visuals of this ad position it as one) and the common ‘would you say this if it was a man in the picture?’.
But here’s the thing – of course it wouldn’t be a man in the picture. It’s a product aimed at women and their tiny lady hands and bags! A print campaign ignoring the fact that – going by my gym anyway – women’s gym essentials often include a hairdryers and a bag big enough to carry that and much more. If it was a male marketed product, the ad minds wouldn’t think small, they’d think huge! They’d focus on strength, power, size, stamina, sweat and inspiration.
The successful women’s campaigns make us feel empowered and part of a unit; we all sweat, we all experience an intense adrenaline rush from reaching our goals. But the goal of this ad is to look like a yoga-toned blonde white woman. And I ain’t buying it.
After all, what’s empowering about thinking small?