Slim-Fast Has New Fat-Shamey Ads For You Wannabe MILFs Who Wanna Do The Reverse Cowgirl

Slim Fast Sexist Ads Reverse CowgirlMost women gain weight when pregnant. This is a normal occurrence considering you are growing a brand new person in your body and in order to grow this person your body requires extra nutrients. But when you are done growing this person you better put your fat ass on a diet because what you really want more than anything is for people to consider you a MILF or to be able to look like a Russian gymnast. Or so says Slim-Fast, the makers of those amazingly delicious diet shakes that taste vaguely like chocolate milk that has no chocolate in it with the mouth feel of liquified sawdust with a pleasant after-taste of artificial sweetener.

The campaign, entitled “Get What You Really Want” is brought to you by the douchebags  creatives at agency The Bull-White House and is targeted women who want to lose 20 pounds or less not for health, but for less “honorable” reasons, or, as Unilever’s Slim-Fast Director Wes Boas explained to Ad Age: 

“Slim-Fast wants to connect with the modern day woman.We want to get women laughing when they see our ads — laugh with Slim-Fast, laugh at dieting and have a laugh about themselves. We want them to say, ‘OMG that is soooo me.”

 

Did you guys watch the above ad and magically turn into a  teenager who says stuff like “OMG that is sooo me” and rush out and buy a case of Slim-Fast? Didn’t think so. If you don’t want to be seen as a MILF, maybe you aspire to look like a Russian gymnast while doing the reverse cowgirl. Yeah, yeah, I know, most gymnasts are around 16 and weigh about 77 pounds, but this is a totally familiar aspiration all of us ladies have , especially after popping out a few kids.

The “look it up mom!” gotcha moment at the end is sort of amusing, but these ads are so sexist and problematic that it ruins any hint of a smirk I would have had at those .5 seconds. And the actress in the spot, who is probably a whopping size 12 or 14, has her bumbling husband all excited over the fact she said the word “Cowgirl.” But of course, “this isn’t happening” because everyone knows that women that size don’t have sex. Or maybe it’s just because her husband could stand to lose a few pounds himself and possibly procure a Rogaine prescription.

There ads aren’t targeted towards men, because new fathers never ever gain weight. And older fathers never gain a few pounds due to inactivity or a slower metabolism. It’s all about the ladies and how we all want to be thin so we can look sexier and have sexier sex.  The idea of wanting to lose weight so you can feel better physically or for health reasons is just so passé. We need the edginess of the reverse cowgirl and the aspirations of being “moms who people want to fuck.”

There are many women who go on diets who do so because they want to lose weight because they think they would look better. Deciding to do this is a personal reason and I’m not going to judge women who want to do this, it’s your body and your self-image and it’s not my business. But I can be offended at these stupid ads that depict women in such a sexist, shallow way. Or, as I felt after watching these spots and checking out the print ads, OMG, these are soooo not me.

(Image: Slim-fast)

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    • alice

      I found the first ad offensive for some reason, but was completely okay (and amused) by the second ad.

      The first ad feels slightly off just because it depicts an already conventionally thin woman, POWER WALKING, while sipping Slim Fast and musing TO HERSELF that she’s doing it to be the hottest, while she’s walking next her to friend. That has waaay too many tones of obsessive body image for me. And it assumes all the wrong reasons for wanting to be more fit. (oh hey ladies, you know the real reason we work out is because there’s a competition between us friends to look the best, right?)

      The second ad was done really well though. I don’t think there’s anything sexist about it, and I think it portrays the right mindset for personal fitness: because you want to feel better about yourself (not because you’re an obsessive, competitive, shallow twat who wants to look better than her fellow powerwalking mommy)

      • http://www.xojane.com/author/eve Eve Vawter

        and look like a 16 year old 77 pound Russian gymnast because YAY FOR LOOKING LIKE A CHILD

      • EmmaFromÉire

        It’s not even a position that requires any amount of flexibility.

        That said, I’m another one who thought the first one was sickening, but thought the second was decent enough!

      • Lisa

        Funny, the second one offended both me and my mom (who is about the same size as the woman in the ad) way more than the first. All I could think (and my mom agreed) was “Wow, that woman’s going to end up divorced if she doesn’t get over it.” It’s like they’re saying “If you’re a slightly bigger woman, you should be insecure about having the kind of hot, enthusiastic sex you and your partner like. After all, you’re not a perfect skinny gymnast! Nobody wants to wants to watch a plus-sized woman making love, that’s gross!”

        I would suspect the husband in that situation would either be pissed at her for thinking he was such a shallow jerk that he’d care about a few extra pounds, or worrying that she thought he was fat and ugly because why else would she not want to make love with the lights on like in the old days?

      • http://www.facebook.com/courtney.wooten Courtney Lynn

        Right? And why is anyone else worried about how other people have sex like it’s ANY of their business?

    • k

      i didnt watch the adds, but I totally get what your saying and it does sound pretty sexist. a bit back, i was down to a size 4 and then got pregnant, two years later im a size 10 with pretty rockin hips and a DD chest..Im pretty sure im not going to trade it back in for that pre-baby body. hehehe

    • Katia

      Yuck. No matter the silly ads this stuff is so 80s and nobody wants artificial sweeteners anymore! I drink vega sometimes and highly recommend this. Bad ad for harmful product is like insult to injury. What they need is a new product not attention via controversy .

    • LiteBrite

      “the makers of those amazingly delicious diet shakes that taste vaguely
      like chocolate milk that has no chocolate in it with the mouth feel of
      liquified sawdust with a pleasant after-taste of artificial sweetener.”

      Having had the uh, “pleasure”, of drinking SlimFast myself, yeah, that just about describes the taste. Sorry, I’ll stick with what I’m doing. It may not get me the results the quickest, but at least I don’t have to drink sawdust.

    • Eileen

      I think at some point Hollywood and advertisers thought that the closer to home they could hit, the more people would buy their products. Yeah, attractiveness is kind of a competition among many women (Susan Jane Gilman once noted that that might be because beauty pageants are often the first time we see women competing against each other in a way that is society-sanctioned)…but that doesn’t mean it’s what we should be highlighting.

      Also, maybe it’s just me, but I feel like reverse cowgirl is one of the best positions to do if you’re uncomfortable about your post-pregnancy belly. THAT, however, is beside the point.

    • Tea

      My old yoga instructor was built like the average squat little Polish housewife (Not an ethic joke.) and was a living pretzel. She was definitely overweight, probably obese, and bent like she had no spine and could pick up her 10 year old son under one arm. Fat certainly doesn’t equal non-acrobatic.

      I feel bad for the fictional woman in the second ad because it sounds like her confidence is what put everything on hold, and that’s a really sucky way to spend your life. Your size shouldn’t stop you from enjoying life and doing what you want.

    • http://www.facebook.com/people/Shelly-Lloyd/826469442 Shelly Lloyd

      Meh, I wasn’t offended by the adds. And only to play devils advocate–at least they are willing to acknowledge that women do in fact enjoy sex. I always hate the ads that portray women as sexual prudes.

    • http://twitter.com/mydullthoughts Jessica Miller

      Yeah, I’m in the minority here, but I thought those ads were funny. Like Shelly said, at least they’re acknowledging women like sex.

      • CortCab

        But I don’t even feel like they’re acknowledging that! The second woman obviously doesn’t like sex enough to just get down to it with bumbling husband because she’s too concerned about not looking like a gymnast. She tells him it’s not going to happen.
        I really hated both ads.

      • http://twitter.com/mydullthoughts Jessica Miller

        It’s realistic, if nothing else.

    • http://www.facebook.com/RetiredSceneQueen Emmali Lucia

      Isn’t reverse cowgirl the sex position for the girl who’s insecure about her weight?

    • http://sarahhollowell.com/ Sarah Hollowell

      Yeah, the second one offended me way more than the first. I’m a size
      26, I have no problem with how I look naked, my boyfriend has no problem
      with how I look naked, and I ROCK the reverse cowgirl.

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    • http://www.facebook.com/courtney.wooten Courtney Lynn

      I’m so sick of fat-shaming, it’s unreal. I do want to lose baby weight (that I didn’t get to lose before getting pregnant again), however, my weight does not define me and my husband still finds me attractive, obviously (hey, we barely made that 6 week mark AND I was pregnant again when our son was 6 months). I’m tired of ads run by misogynistic assholes who want to tell me how I need to feel about my body. The opinion that matters to me most is mine and my husband’s and he has the respect and love for me to understand that my body is what it is and has never ONCE said anything about it. I definitely don’t need some chalkdust drink to lose the weight, either. I’ll take my grilled tilapia with blackened seasoning or some lime-infused chicken tacos and black beans, thank you.

      Oh, and I can STILL do the reverse cowgirl! Fuck you, Slimfast.

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