Ad watchdog bans five versions of Anytime Fitness’ ‘F*ck Unfit’ campaign
The Advertising Standards Board has upheld five different cases regarding Anytime Fitness’ latest campaign ‘F*ck Unfit.’
Anytime Fitness amended its campaign for outdoor use.
While Anytime Fitness toned down the outdoor posters for the campaign in an attempt to avoid a clash with the ASB prior to its launch, the Board has upheld five cases, in turn banning the mail, poster, social, outdoor and SMS formats.
Prior the campaign launch, Arthur McColl, CEO of Anytime Fitness Australia told Mumbrella he would not be apologising for the approach to marketing the brand.
Great campaign… didn’t even know it existed until now.
Who’s the wombat who thought this was clever?
I think the advertising idea is madness, it is my honest belief, that the thought process behind this whole campaign is banal, base, unintelligent and immature.
The claims by the CEO are simply reflex, and bland excuses for trying to grab attention with the use of a disguised shock word.
Having said this, I must add that the chorus of disapproval, and even the tone of the media watch dog, are linked much more to some imaginary set of social ills, than to the facts of the year 2017. The old four letter word is used daily by comedians, newspapers, films, television, kids in the street, etc. It forms the iconic logo of French Connection of the UK, with the use of all letters, and without the use of an asterisk. For the person who asked,what do I tell my child, I believe that if a child asks a question, we should tell the truth, it is only a matter of a very short time, before the child is going to be exposed fully to the use of the, so called, offensive words of our language, and they will either use them or reject them as time passes.
What F*ckwit thought this was a f*cking good idea?
They must have been f*cked in the head and have pretty much f*cked up their brand.
Are people seriously complaining about this?
Nike does motivation and empowerment better than anyone, and they’d never drop the F-bomb. Probably because it’s lazy and dull.