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Ugly Workout Campaigns

The Darjeeling Sportswear Ads Show that Fitness Isn't Always Hot

— June 24, 2015 — Lifestyle
The Darjeeling Sportswear Collection is being showcased in a very unexpected way. While most people are used to the sexualization of fitness, especially for women, this brand takes the complete opposite route by embracing the awkwardness that often comes with workouts (specifically yoga). Absolutely hilarious and refreshing, the Darjeeling Sportswear ad campaign embraces realistic situations, which is something many people are currently seeking.

Conceived and executed by Herezie, an ad agency based in Paris, France, the Darjeeling Sportswear ad campaign revolves around the tag line, "Be elegant, because sport isn't always." It's clear that with these outfits, women will be able to maintain a semblance of dignity even when squatting uncomfortably and in a completely foreign pose that is far from flattering.
Trend Themes
1. Realistic Fitness Ads - The trend of creating relatable and humorous fitness campaigns that deviate from traditional sexualized ads can disrupt the fitness and fashion industry.
2. Body Positivity Promotion - Showing candid portrayals of people performing workouts can promote body positivity and disrupt unrealistic beauty standards in the fashion and advertising industry.
3. Humorous Marketing Campaigns - The sarcastic and light-hearted approach of this campaign could inspire more humorous marketing strategies across various industries.
Industry Implications
1. Fitness - The fitness industry can incorporate less intimidating and relatable images into their campaigns to attract more unconventional customers.
2. Fashion - Fashion companies can benefit from advertising campaigns that promote self-acceptance and authenticity rather than unattainable beauty standards.
3. Advertising - The humorous approach of the Darjeeling Sportswear Ads can redefine what effective advertising looks like and transform the advertising landscape.
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