Teh One Who Knocks
08-21-2015, 10:59 AM
Ellen Scott for Metro.co.uk
https://www.youtube.com/watch?v=WfGfIXv9Tl0
A new advert from Australian company Unicharm has incurred the wrath of the internet, attracting accusations of fat-shaming and period-shaming.
The commercial, called Ugh Moments, sees menstrual products brand Sofy BeFresh promote their new sanitary pads as the perfect antidote for the gross feelings you get when you’re on your period.
The story of the advert is pretty simple.
The woman has an alter-ego, to represent that ‘ugh’ feeling.
Alter-ego Ugh turns up when she gets her period.
The problem with Ugh?
She’s a few sizes bigger than her non-period counterpart.
She’s also pretty grumpy and antisocial, and spends her time eating, moaning about social media, and crying in the shower.
http://i.imgur.com/zrWBT8e.gif
The ad has been accused of fat-shaming, by equating ‘that ugh feeling’ with being bigger.
Periods are disgusting just like larger women. #SofyBeFresh
— Alecia Snape (@Felix786) August 18, 2015
And has been criticised for its general ‘women on periods are ferocious messes’ message.
Oh wow. So according to #sofybefresh when you're on the rag you're a shameful fat bitch. Fat shaming women. Shaming women. Period. Sick.
— Sam (@SamLianne) August 20, 2015
Needless to say, it hasn’t gone down well.
"How about we fat-shame AND period shame out target audience? Surely they'll have to buy our product then, right?" Nah. #SofyBeFresh
— Andy Mullens (@andymullens) August 20, 2015
When creating an advert of a product designed for women, probably best not to shame them and make out they're disgusting. #sofybefresh
— frankenheinz (@Whifmeister) August 19, 2015
Dear #sofybefresh peeps – you should probably pull your ad and fire your ad agency. Cut your losses #justsaying
— Megan Klymiuk (@klymiuk) August 19, 2015
Lesson here: let’s not shame women, especially when you’re trying to sell them something.
https://www.youtube.com/watch?v=WfGfIXv9Tl0
A new advert from Australian company Unicharm has incurred the wrath of the internet, attracting accusations of fat-shaming and period-shaming.
The commercial, called Ugh Moments, sees menstrual products brand Sofy BeFresh promote their new sanitary pads as the perfect antidote for the gross feelings you get when you’re on your period.
The story of the advert is pretty simple.
The woman has an alter-ego, to represent that ‘ugh’ feeling.
Alter-ego Ugh turns up when she gets her period.
The problem with Ugh?
She’s a few sizes bigger than her non-period counterpart.
She’s also pretty grumpy and antisocial, and spends her time eating, moaning about social media, and crying in the shower.
http://i.imgur.com/zrWBT8e.gif
The ad has been accused of fat-shaming, by equating ‘that ugh feeling’ with being bigger.
Periods are disgusting just like larger women. #SofyBeFresh
— Alecia Snape (@Felix786) August 18, 2015
And has been criticised for its general ‘women on periods are ferocious messes’ message.
Oh wow. So according to #sofybefresh when you're on the rag you're a shameful fat bitch. Fat shaming women. Shaming women. Period. Sick.
— Sam (@SamLianne) August 20, 2015
Needless to say, it hasn’t gone down well.
"How about we fat-shame AND period shame out target audience? Surely they'll have to buy our product then, right?" Nah. #SofyBeFresh
— Andy Mullens (@andymullens) August 20, 2015
When creating an advert of a product designed for women, probably best not to shame them and make out they're disgusting. #sofybefresh
— frankenheinz (@Whifmeister) August 19, 2015
Dear #sofybefresh peeps – you should probably pull your ad and fire your ad agency. Cut your losses #justsaying
— Megan Klymiuk (@klymiuk) August 19, 2015
Lesson here: let’s not shame women, especially when you’re trying to sell them something.