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Why Protein World Ads Fail
00:08:10
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| Gather round ladies and gentlemen because I'd like to tell you about Protein World and the saga of their advertising campaign Are You Beach Body Ready? | |
| Now I don't know about you, but I'm not very fit and I'm not really interested in being all that fit. | |
| Seems like a lot of work. | |
| And so when I see these kind of fitness adverts placed around, I look at them and think, yeah, that's too much work for me. | |
| And so naturally, I just forget all about it and carry on with my day. | |
| What I don't do is take to Twitter to bitch and moan about it. | |
| Unlike Hannah Atkinson, a no-account feminist who saw this advert on the London Underground and just couldn't resist. | |
| She tweeted, this advert pretty much sums up everything that I despise about how we treat and value women's bodies. | |
| Hannah appears to be bitching about good looks and hard work and effort paying off for other people. | |
| But because she's a feminist, wouldn't you know it, BuzzFeed decided to feature her tweet on their shitty ass site. | |
| Sounds like it's time to start a controversy, doesn't it? | |
| Feminists across the Twitterverse were of course shocked, shocked that this was happening. | |
| How could an attractive woman be put on a poster? | |
| So naturally they went to deface them. | |
| This generally involved feminists walking up to the adverts, writing something or scribbling something on them, and then bravely tweeting about it. | |
| And a couple of them even decided to use their own bodies to deface this poster. | |
| And the one on the left looks like she's come straight out of the fucking 50s, doesn't she? | |
| And the feminists really went crazy with this. | |
| They seem to take it on like it's some sort of community activity, like this needed to be done to advance the cause of feminism. | |
| I absolutely adore this. | |
| This insane ad, insane, from Protein World revealed my previously untapped urge to vandalize. | |
| Good for you. | |
| I particularly like this one. | |
| The Vagenda team say, we love London. | |
| Fuck patriarchy. | |
| This, again, is just more proof than I can use to show that the word patriarchy is interchangeable with the word standards. | |
| You see, feminists love mobs. | |
| They love forming mobs. | |
| Because without mobs, they seem crazy. | |
| And so when one of them finds something that they can all get offended by, because all of these feminists are kind of pudgy, the backlash begins. | |
| The backlash, of course, largely took place on Twitter with thousands of feminists taking to a change.org petition. | |
| Remove the are you beach body ready advertisements? | |
| Almost 60,000 fat lazy feminists were like, yeah, yeah, I'll tweet my support for that. | |
| The justification for this was, of course, retarded. | |
| Protein World is directly targeting individuals, aiming to make them feel physically inferior to the unrealistic body image of the bronze model in order to sell their product. | |
| Now this is true. | |
| I mean, if you are in fact a land whale who sits on her ass and uses Twitter all day, then this will be an unrealistic body image. | |
| You will never achieve it. | |
| The bit I found most amusing though is the idea that Protein World were directly targeting individuals. | |
| Well did did it have your fucking name on it or something? | |
| Or is this a case that you are a giant fucking narcissist and you think you are the center of the fucking universe? | |
| Perhaps not everyone's priority is having a beach body. | |
| By the way, what is that? | |
| A toned attractive body they showed you in the picture, you fucking idiots. | |
| And by making someone feel guilty for not prioritizing it by questioning their personal choices is a step too far. | |
| They didn't make you do shit. | |
| This is so fucking subjective, it's retarded. | |
| Listen, dipshit, they don't know who you are. | |
| They didn't know you were going to see their adverts. | |
| Feel bad about yourself for being fat and lazy, and then take up to change.org to write a petition about it. | |
| But you know what, this campaign was a complete, resounding success. | |
| It's been announced that they're taking down the ads, but haven't given a precise reason. | |
| Doesn't matter though, I'm sure that it's been influenced by all your contributions to this cause. | |
| This is a cause now. | |
| And I'm glad to have been part of this. | |
| Naturally, The Guardian got well on board. | |
| Beach body ready tube ads to be taken down ahead of mass protest. | |
| This protest is called Taking Back the Beach, and it's due to happen on May the 2nd. | |
| They want people to turn up at Hyde Park in their bikinis and swim shorts and whatnot. | |
| Which I'm sure won't be the most disgusting thing you've ever fucking seen. | |
| And apparently, this was never about suggesting that people shouldn't try to get fit if they want to. | |
| If having rippling abs is your thing, more power to you. | |
| I bet you rock them. | |
| But I'm so tired of it being an expectation. | |
| What are you fucking talking about? | |
| If it was an expectation, then there would be no need for the advert. | |
| The idea that your body should be covered up and hidden away if it doesn't meet these bizarrely specific requirements. | |
| I'm over it, you guys. | |
| I think you're projecting all over it is what you're doing. | |
| This isn't about the advert, this is about you. | |
| But you know what, my dear feminists? | |
| You shouldn't count your calories before you've eaten them. | |
| Because you might find yourself eating an apple rather than a Mars bar. | |
| Because it turns out that these posters were being removed from the underground as they are at the end of their advertising cycle in quotes as if that is a made-up excuse. | |
| But on top of that, they had only actually received one complaint about the advert. | |
| All of this noise on Twitter by angry, indignant, self-righteous feminists. | |
| One complaint. | |
| But they do have a zero tolerance policy towards graffiti and take action to prevent and remove it. | |
| I wonder if that involves prosecuting any of the fuckwits who put their pictures on Twitter saying, hey, I did this. | |
| Probably not, to be honest, because feminists are so pathetically childlike that everyone looks at them and goes, oh, do we have to deal with them? | |
| Let's just let them go. | |
| They're pointless. | |
| They can't effect any kind of change. | |
| Except for body shaming more attractive women, which is almost every woman, really. | |
| The model said, I think nearly every ad campaign you have ever seen is open to interpretation. | |
| But saying the ad is body shaming by body shaming the image is very contradictory. | |
| Two wrongs don't make a right. | |
| Well, that's true, but I have to warn you, feminists are not in any way concerned with being in the right. | |
| What they're concerned with is projecting their own fears and insecurities onto this attractive young woman. | |
| And we can see this in the example of Miranda Faye. | |
| Stop encouraging women to starve themselves. | |
| How dare you? | |
| How very dare you? | |
| Well, it turns out that the model behind this is a strict vegan. | |
| She says, I'm a real person behind the image. | |
| I work very hard and live a healthy and active lifestyle, which is why Protein World chose me for their campaign. | |
| I couldn't work every day as a full-time model by starving myself, dieting or not looking after my body. | |
| Nourish your body, be kind to it, and it will love you right back, no matter your size. | |
| What the fuck is this shit? | |
| Eat healthily, do exercise, feel good about yourself. | |
| That sounds like the fucking patriarchy, doesn't it? | |
| This model seems to be a real success story, in fact. | |
| She works out four to five times a week, including beach running and Pilates with weights, and she's always been a bit on the skinny side. | |
| But yeah, that's right, feminists. | |
| You shame her into saying that she starves herself. | |
| She finishes the interview by saying, I work hard to keep my body looking healthy and fit, which means eating six times a day, which is strange for someone who's starving themselves, isn't it? | |
|
Feminists as Terrorists?
00:03:27
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| And working out with resistance and weight to make sure I maintain lean muscle. | |
| Yeah, to be honest with you, you've lost them already. | |
| Trust me, the feminists are not following at this point. | |
| All they're hearing is fat shaming. | |
| Because they're fat. | |
| This even rallied other celebrities to come out against feminism. | |
| Louisa Zisman slams bra-burning feminists against Protein World Bikini Body Adverts after she's announced as their ambassador. | |
| Her opinion is that the controversy surrounding Protein World is the extreme feminist brigade letting off some bra-burning steam once again. | |
| How very right you are. | |
| The most accurate bit about this is characterizing them as extremists, because they absolutely are. | |
| You're reading that correctly. | |
| Protein World actually received bomb threats from feminists. | |
| Richard Staverley, the head of global marketing for Protein World, told ITV's Good Morning Britain that there had been violent and physical threats on the company's head office. | |
| He said, we've had a bomb threat that's been reported to the police and is currently being investigated, but I can't say any more than that. | |
| Holy fucking shit. | |
| Unsurprisingly, this led Protein World to label these feminist campaigners as terrorists. | |
| Probably because they're acting like terrorists. | |
| What would be the point of calling it a bomb threat if not to spread terror? | |
| Which, of course, makes feminism look more and more like Islamism. | |
| This isn't even a joke either. | |
| I mean, it's not the fact that they've got unquestionable dogma. | |
| It's not the fact that they're sending bomb threats and terrorizing people in order to get their way. | |
| In this instance, it's that feminists have done exactly what Muslims have done. | |
| Seriously, what the fuck modern feminism? | |
| What do you want them to wear fucking burkhas or something? | |
| Jesus fucking Christ. | |
| Would you just stop for five minutes and take a fucking look at yourselves? | |
| Of course, commentators on the internet found this wildly hilarious, and feminists just look like a raving pack of lunatics, projecting their own insecurities over everything, on everything, regardless of common sense or decency. | |
| But do you know who the real winners here were? | |
| The real winners were Protein World. | |
| By a fucking landslide. | |
| So far, their £250,000 media campaign has reaped a million pounds in direct sales revenue. | |
| Protein World have made out like fucking bandits because of feminist outrage. | |
| And the very best part of this is that they've done it with the most rare form of Ilan I have ever seen. | |
| They simply do not give a fuck. | |
| Seriously, if you want a good laugh, go to the Protein World Twitter feed and watch them rip the piss out of feminists. | |
| Because like all things with modern day radical feminism and pretty much all feminism is radical these days, they don't realize how deeply, deeply unpopular they are. | |
| Nobody is on their side. | |
| Just their little fucking echo chamber. | |
| That's it. | |
| And as we can clearly see, pandering to feminists and social justice warriors gets you nothing. | |