I don’t fully understand why these ads are “sexist” or “offensive,” as per the women’s health blog Blisstree. The Brazilian gym Vila Olimpica ads show big, muscular men standing behind women, their ripped arms doing things like opening jars and bottles of wine. But I didn’t read this as “the iddy-bitty-widdle-lady can’t open a jar of olives,” because the female model actually looks rather fit and toned herself. I read it more as a joke: the lady needs gorilla arms to open these relatively easy products, but those kind of muscles are more of a female body builder thing, so there’s a big dude standing behind her doing it.
It’s a obtuse, sure, but I’d say it’s visually clever. What do you think, Frisky readers? Maybe I’m losing my edge? [BlissTree]