The mobile strategy game Mobile Strike has previously been advertised by their spokesperson Arnold Schwarzenegger. In a recent change of pace, a new UK ad traded Arnie for plus size models Olivia Jensen, Tabria Majors and Dana Patterson. In the ad, the trio is seen playing Mobile Strike while lounging around by the pool. (Watch the full video below)
It’s great to see more brands being more inclusive in their choice of models, however, the ad didn’t last long before being banned by the UK’s Advertising Standards Authority (ASA). Mobile Strike publisher ‘Machine Zone’ argued to the ASA that their bikini girl ad was aiming for inclusivity, and they claimed that a double standard was being applied because they used plus size models:
“The intention was to feature ‘real-sized’ women and reference mythical warrior women like Amazons and Wonder Woman, as the women were seen making strategic moves in a battle against one another.
They said they had concerns that the complainant’s objection was the size of the women featured rather than what they were wearing or doing in the ad.
They suspected that had the women been typically thin models seen in ads, it was unlikely that a complaint would have been made. They had decided to feature real-sized women as a nod to their diverse player base.”
The ASA did not agree and stated that they felt the ad objectified women.
“The ASA noted that the images of the women wearing swimwear bore no relation to the product being advertised – a combat-themed mobile game app.
The mannerisms of the women were seductive or sexually-charged. We noted that the ad featured plus-sized model, but we considered that fact was irrelevant.
For those reasons, we considered that the ad objectified women and was, therefore, offensive.”
Funny though how other ads with straight-sized models in bikinis weren’t banned…
… and don’t even get me started on some of the other sexist ads that never get a second glance…
Plus size models deemed inappropriate
Unfortunately, this is not the first time that ads featuring plus size models have been deemed “inappropriate”. Facebook blocked a group from promoting a post for its “Feminism and Fat” panel discussion last year. The Cherchez la Femme group post was blocked supposedly due to Tess Holliday posing in swimwear, as it depicted the body in an “undesirable manner”. After plenty of international outrage, Facebook reinstated the advert claiming it was all a mistake.
“We’re raging pretty hard over here,” said a spokesman for Cherchez La Femme. “Facebook has ignored the fact that our event is going to be discussing body positivity… and has instead come to the conclusion that we’ve set out to make women feel bad about themselves by posting an image of a wonderful plus sized woman.”
Lane Bryant scandal
In March 2016, several US news outlets reported that the now-famous Lane Bryant ‘This Body’ ad was rejected by both NBC and ABC. Though neither network provided details about why the ad was not accepted, news source TMZ claimed to have sources saying it was due to the models’ size, not the fact that there was nudity.
The ad was of course eventually accepted, after the appropriate hoops had been jumped through.
So what do you think? Does the media have a problem with plus size women? Do you think they’ll ever get oer it?