This can almost be a companion piece to my previous article Do we really need skinny models in our advertising? Only this time it is the exact opposite.
Here are a series of ads that use raunchy but well known movies to get the message across. The product is a Fat Free Yogurt. The ads are from Brazil and the translation reads "Forget about it. Men's preference will never change. Fit Light Yogurt"
Right, I get the fact that they use rather large women to replace Sharon Stone in Basic Instinct etc.. and that Fit Light will make you thinner I suppose. I mean there might even be an attempt at humor in there, but the whole thing falls flat.
Not withstanding the stereotyping of both women and men, I would be offended if I were the target audience. Moreover I would not buy the product. Execution-wise it is fresh and different, but guys, you want women who think they may have a weight issue to buy your product - not stay away from it because of how you portrayed them. A little sympathy or affirming message will go a long way.
And who are you trying to sell the Yogurt to anyway? Women or to men who like rather larger women?
Just a word to the wise : Advertising is meant to make products desirably to buy. At least with Dove's Real Beauty campaign, no matter what type of women you are, there is a positive message in there.