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This is not a sexist ad campaign per se, but it surely is one in bad taste.
Aiming to communicate that Men’s Health Magazine is “all about men,” these new German ads by KNSK, Hamburg show images of unhealthy women suffering while doing cardio, riding a bicycle and having a run.
I would think a good ad agency could come up with a witty idea to illustrate the male target demographic of the magazine without resorting to showing women as out of shape and not healthy.
The ads were photographed by Marcel Schaar with creative director Tim Krink and art director Thomas Thiele.