A slimming advertisement depicting an overweight woman’s life in a downward has sparked a debate over its appropriateness. The two-minute commercial by London Weight Management, aired on television and online, starts by showing a woman fired by her boss because of her looks. She grows depressed and quarrels with her husband, eventually landing up in hospital with high-blood pressure.
The ad, which is described as being based on the true story of local singer Kelly Phoon who lost 20kg in three months, then shows the woman signing up for the centre’s slimming programme and finding happiness in a slimmer body.
Uploaded on YouTube on 23 August, the clip, viewed 7,000 times, has received 168 dislikes and four likes as of Friday night. Many comments criticised the advertisement for being in “poor taste”.
TV host Anita Kapoor wrote and published an open letter to London Weight Management on her blog on Friday, saying, “You have insulted all women, everywhere.”
Noting that she had never experienced such a “deep, almost physical response” to anything as she had when she saw the ad on TV, Kapoor said,
“You, and all who supported you to produce it, have colluded to portray women as pathetic, unworthy individuals. Losers on every level if they are overweight; winners at every level if they are slim. “This is irresponsible, vile, atrocious advertising, and in every scene you have gone ahead to make many claims,”
she stated before outlining seven scenes she did not agree with.
The company’s view of women, as shown in the ad, is “extremely troubling” and should warn women to “avoid your services entirely”, she added.
Source: Yahoo SG