So, It Turns Out Brazil Can Make Worse Gym Ads Than Equinox
Between ad campaigns shot by Terry Richardson and their “sexy” yoga video that pissed off yogis the world over, we thought Equinox had a monopoly on tacky, sexist gym ads. But it appears that Brazil's Vila Olimpica has broken into the market, one weird, sexist, creepy ad at a time. Well played, Brazil. Well played.
The ads, whose slogan is ironically “Be Independent,” feature fit-looking women with men reaching around them from behind (yep, it looks as sexual as it sounds), performing tasks like opening a jar of olives or uncorking a bottle of wine. We have a lot of questions about these ads—the most important being, obviously: Since when do you need huge muscles to open a bottle of wine? Does this mean it's no longer possible for women to drink alone?
But, at least they're not comparing boot camps to Auschwitz.