In tonight’s episode of The Gruen Transfer the challenge for the segment titled The Pitch, in which “two of the advertising industry’s finest agencies are pitted against each other and challenged with selling the unsellable”, was as follows:
“We live in a country and culture obsessed with thinness. Every day and in every way, plus-sized people are made to feel inferior. Ostracised. Ridiculed. Humiliated. Yet the truth is, more Australians are overweight than skinny. We want a campaign that will end Shape Discrimination, that will make people who can’t squeeze into model-size clothes feel better.”
One of the ads submitted was deemed by the ABC to be not suitable for broadcast but fortunately The Gruen folks were able to make it and an in-depth panel discussion about the ad available on-line. The ad, the panel discussion and the comments on the site are all well worth a viewing, you’ll find them here: The Foundry’s Anti-discrimination Ad.
I found the ad that did air pretty damn offensive. I do understand why the ABC chose not to air The Foundry’s ad and there are problems with the execution of the idea, but what an idea! I’m way too tired and inarticulate to do any proper analysis but I’m very much looking forward to the discussions that I’m sure will be coming on a number of my favourite blogs.