I have to start by asking what you were thinking. Did you really think that an advert where a fat cake topper cracks her wedding cake and then proceeds to fall into it while her husband grabs her arm and tries to save her from possibly the most humiliating scenario, and then stating “don’t ruin your big day” would be well received by your target market?
Being in the weight loss industry there is no possible way you can play ignorant and say you didn’t know that this would be seen as body shaming? But you probably didn’t care about that because your goal is to sell weight loss products and judging by this ad you will do whatever it takes to do that.
I know your defense is going to be that it was intended to be humerous but there is absolutely nothing funny about body shaming, about making a woman feel like her weight is “going to ruin her big day”. Very few of us will find it funny that you are using our biggest insecurities against us.
I am not very easily offended and have luckily gotten to the stage in my life where I don’t care about numbers, numbers on scales and clothing, but there are women out there who are obsessed with them. So obsessed that they suffer with very serious eating disorders. And adverts like this are a big part of the problem.
This advert didn’t make me feel like I need to lose weight, in fact, I was fat on my wedding day and trust me the last thing on my mind on the day that I was marrying my soul mate who loves me unconditionally, was my weight. Unfortunately I was one of the lucky ones though, there are many who will go to extreme measures. But what it did make me feel was angry.
Surely you should be helping women not only physically but also mentally by using your social media pages and adverts to inspire and offer advice instead of shame and target us at our most vulnerable? Weight loss is not only about appearance but you seem to think it is which makes your companies values very shallow.
Just so you know YOU might have had a hand in ruining some women’s big days by making them self-conscious about their bodies. This might make you think that the ad was a success but trust me, they won’t be using your products to change their body.