Showing real women in advertising typically gets a ho-hum reaction from me. Let's face it, it's usually not much more than a publicity stunt.
And there's always photoshopping. Lots of it. Because you know and I know that the photographers and stylists would rather have been working with professional models than with real women and all their "flaws."
But not this campaign.
It's from Sport England. The goal of this campaign is to encourage overweight women to exercise. No fat-shaming, just real empowerment. There's a sincerity conveyed in this spot that's typically lacking in advertising using real women.
Set to Missy Elliot's "Get Your Freak On," the spot shows real women exercising, pushing themselves, competing — and it makes no apologies for the jiggly thighs and sweaty clothes.
The effect is stunning.
I really love this.
The campaign was created by FCB Inferno.