While at the cinema last week, I nearly choked on my crisps when I saw this new ad for Reebok’s Easytone trainers. Sure, I get that the point of these trainers is to tone up legs, bums and all those other ‘trouble zones’ we’re supposed to give a rat’s arse about, so it’s understandable that the camera is going to focus on those areas.
But why does it have to feature headless women? This ad is nothing but a sea of lithe limbs – be they bare, stockinged or otherwise – doing a variety of fun-yet-sexy movements. Notwithstanding the fact that not one of the models has legs resembling anything like a typical pair of pins belonging to an average woman (no cellulite, no thread veins, no stretch marks, nothing but glowing flesh), I don’t for a minute believe that shaking and vac’ing my way around my apartment while wearing them will turn me into a sylph-like goddess.
Even with all of that aside, it is the headless woman aspect that creeps me out the most. It’s the ultimate in reducing women to their parts, in this instance turning athletes, nightclubbers and office workers into bouncing buttocks, taut calves and slinky ankles. There’s no need to even show these women’s faces (if these are indeed women rather than a woman – they are all light-skinned and all look eerily similar) when you can see their lower halves, and fixate on their arses rather than having to – god forbid – hear what they actually have to say about the product. The horror!
We have gotten off pretty lightly in Ireland however, as these are some American ads (‘make your boobs jealous!’):
We can all appreciate the aesthetic beauty of these impossibly sleek thighs, but we know the reality too. That very little of us look like that, which spoils the sexy illusion somewhat. I’d love if Reebok kept it real, if their ads featured women of all shapes and sizes, women just like us, who wear these shoes and then see their generous behinds and dimpled thighs reduced and smoothed. But perhaps both of these things are too much to ask for.
What do you think about these ads?