Equinox Ad Asks Whether You’re The ‘Right’ Kind Of Skinny
10:00 am, March 12th | by Amy Tennery
Hot on the heels of Equinox gyms’ nonsensical, offensive (nonsensive?) “Women Arm-Wrestle Near Plate Of Macrons” ad campaign comes this little gem, which Jezebel spotted. The question: You might be skinny — but are you the right kind of skinny?
The Equinox ad grabs attention with Naked Sticker Lady, while also injecting that sliver of self-doubt into the psyche of those smug enough to feel good about themselves.
Of course, as Jezebel points out, there is a medical definition behind the glib “skinny fat” term (i.e. fat that’s out of sight but still might do all kinds of nasty things to your health). So many would confirm that talking a nice, brisk walk every now and then — even if you’re naturally thin — isn’t the world’s worst idea. And yet, the message reads less constructive and more as “Are you sure you’re sure you’re sure you’re not fat? You’re probably fat.”
But if Equinox would like to caution us against being “skinny fat,” perhaps it should also remove some of the pastries from its other campaigns: