This perhaps slightly 'sassy' campaign has the bold intention of celebrating women who are doing their thing (mainly in reference to exercise) not bothering a whole lot on how they look doing so, nor how sweaty they may get. Apparently, the fear of judgement is stopping many women on taking part in exercise, yet this campaign wants to challenge that. It welcomes their line of female ambassadors, from ages 14 to 44, who want to help inspire others to overcome the fear of judgement.
The advert portrays 'real women'; all sizes, all ages, and all sport abilities. It is perhaps the first advertisement to ever publicly show females with cellulite and extra fat in a non-mocking or shocking manner. Yet, despite it's edgy proposal, some still believe it's objectifying women by revealing a lot of their flesh. But who works out in a burka? No matter what, it's always impossible to do something without any criticism or backlash, yet I believe this campaign is definitely promoting a lot of positivity and definitely advocating 'girl power'.
watch the advert here...
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