Just Do It … For Guys

What’s this ad really about? You tell me. Copyranter reports this ad campaign was created for the German edition of Men’s Health magazine. Both of the ads feature young women exercising to the point of sweaty, dejected exhaustion. In one ad, the woman leans over the handlebars of her bicycle, out of breath. In the other ad, the woman sits on her stationary bicycle, wiped out. The ad copy reads: “IT’S ALL ABOUT MEN.” Copyranter opines: “While it’s certainly not clear, the message of the campaign appears to be ‘that’s right babes, you keep exercising you little patooties off…for us men.’” It’s hard to argue with that position. One of the female commenters chimes in: “The only reason I exercise is so I can get laid.” I’d say she’s the truthteller. What do you think? Is this misogynist marketing or the face of reality? [Copyranter]

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