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Rubes flip out over sexy billboard.

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Rubes flip out over sexy billboard.

Postby Repatriate » Wed Jul 03, 2013 5:52 pm

Another example of how absolutely repressed America is when it comes to anything remotely sex or sex related. A billboard like this in just about any country in Europe and most of Asia wouldn't cause anyone to bat an eye. However, in America it's an excuse to have a dialogue about "male oppression", "sexism", etc.. and all sorts of other shitty feminist buzzwords.

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http://shine.yahoo.com/healthy-living/e ... 00820.html

Equinox gym is being accused of sexism, thanks to a giant photo of a woman wearing a skintight minidress erected in a high-traffic area of Bethesda, Maryland. It's the latest backlash to the company's racy branding efforts.

Now a group of activists are calling on the chain of luxury fitness centers to remove the billboard, and to rethink their approach to recruiting new members. The group, which calls itself Sexism Matters, launched a blog and a petition on Change.org on June 28, demanding that a local Equinox gym take down a billboard, which they say promotes "a not-so-subtle sexism that infects our culture and degrades an entire gender." So far, the petition has received nearly 300 signatures.


The ad, shot by controversial photographer Terry Richardson, features a model in a mini-dress and heels on her hands and knees grasping a pool cue along with the caption, "Dexterity." Equinox hired Richardson to shoot the ad campaign, his third for the company, in January. The series of photographs shot for this year's campaign all feature a male and female model in suggestive, non-athletic poses in a sleek, modern home in the Hollywood Hills. One picture shows a woman from the waist down walking up a staircase wearing only black underwear and heels with the caption, "Stair Master."

At the time, Equinox members from major cities across the country, took to the gym's Facebook page to ask what racy shots of skinny models in skimpy dresses had to do with getting fit.


One commenter wrote, "These women do not look fit...this self-obsessed need-to-be-voraciously-predatorily-sexy thing is out of place" Another commented, "Another couple million spent on the degradation of women. Good work fitness guys."

Related: Outrage Over Equinox's Skinny Models Campaign. Members Want More Muscle

The new petition launched by Sexism Matters, goes into greater detail about the problems with Equinox's campaign, and in particular the Bethesda billboard.

"Our children shouldn't be subjected to this. Our female friends and family shouldn't be viewed like this, nor forced to conform to it. Our male partners and colleagues shouldn't be boxed in to thinking this is normal. This is the kind of not-so-subtle sexism that infects our culture, and degrades an entire gender…. We work out to stay healthy. We go to the gym to become stronger. We celebrate our bodies' abilities on the track, in the pool, and on the court. We do NOT accept the excuses. We will NOT tolerate this billboard. And, we will NOT be joining your gym. We are all too busy working, running, teaching, living, and laughing to be seen as objects."

Other Bethesda locals have echoed these concerns. "I think it's a sexist ad. I'm not too happy to see it," , one area resident told WTOP News. However she qualified her statement by adding, "But I also agree strongly in the First Amendment and freedom of expression."

The woman who launched Sexism Matters (she asked not to have her name used) told Yahoo! Shine, "Different communities should be able to say what they will and will not tolerate in their environs and the Bethesda community is not okay with this image. The area is absolutely a gathering place for families. Young professionals and families with kids go there on the weekends. There are bookstores, and street fairs almost every weekend. It's different from LA or Downtown Manhattan. It's a place where I want to raise my kids."

A spokesperson from Equinox told Yahoo! Shine in an email, "The billboard has been up since January and will be coming down mid-July as previously scheduled." While the timing might suggest that the petition is making an impact, don't bet on it. The elite gym (memberships cost about $120-$180 per month with a $600 initiation fee) hasn't shied from controversy in the past and the company's creative director Bianca Kosoy specifically chooses provocateurs like Richardson to shoot their campaigns. Past ads have also been called also been called sexist and offensive. In 2012, the told the New York Times that the ads were like "gatekeepers" that separated out potential clients who might not be (what Equinox deems) hip or edgy enough for the brand. "We know we're not for everyone. Either you get it or you don't."
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Postby pete98146 » Wed Jul 03, 2013 9:11 pm

This reminds me of the classic Spinal Tap scene [youtube]http://www.youtube.com/watch?v=aBbE-v4VTxw[/youtube]

Jeez, I remember being over in Boracay Philippines with my wife and they had a billboard for a local airlines showing a sexy model in a swimsuit and the slogan was "you can take me anytime you want." Bet there wasn't one complaint from the Filipino locals. Sigh.....damned Americans taking themselves too seriously again.....
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Postby Renata » Wed Jul 10, 2013 2:57 pm

I think Americans like 'Drama' & always want to cause some comotion ... but Kudos to the Avertising campaign they're getting free press & publicity, :P

If I relocate to the US ever, I'll start an Ad agency & only do sexy offensive ads, & let the people promote my work 8)
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Re: Rubes flip out over sexy billboard.

Postby Teal Lantern » Wed Jul 10, 2013 6:16 pm

Repatriate wrote:Another example of how absolutely repressed America is when it comes to anything remotely sex or sex related. A billboard like this in just about any country in Europe and most of Asia wouldn't cause anyone to bat an eye. However, in America it's an excuse to have a dialogue about "male oppression", "sexism", etc.. and all sorts of other shitty feminist buzzwords.

Image

http://shine.yahoo.com/healthy-living/e ... 00820.html


You can be sure most complainers are ugly a/o fatties, with some neck-beard manginas thrown in for good measure.
Had it been a lard-ass bending that table, we'd have heard about how "empowering" & "brave" the ad was. :roll:
не поглеждай назад. 8)

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Postby Voice of Reason » Thu Jul 11, 2013 2:32 am

If they replaced it a muscular man in a similar sexual position these same "Sexism Matters" groups wouldn't bat an eyelid.
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Re: Rubes flip out over sexy billboard.

Postby jamesbond » Thu Jul 11, 2013 9:54 am

Teal Lantern wrote:You can be sure most complainers are ugly a/o fatties, with some neck-beard manginas thrown in for good measure.
Had it been a lard-a** bending that table, we'd have heard about how "empowering" & "brave" the ad was. :roll:

Yes, only ugly women complain about ads like that! :D

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