3 plus-size women redid this infamous 2015 ad. And they look fantastic.

Remember this ad?

Image via Graham C99/Flickr.

Unfortunately, lots of people do.


The ad for Protein World — featuring a slim, bikini-clad model in a heavily edited photo — was plastered across billboards and entire subway cars in New York City and London in 2015. Its message was embarrassingly clear: If you're body doesn't look like this one, you don't have a beach body — but buy our weight loss products and maybe you will! *rolls eyes forever*

The ad was blasted by commuters and advocacy groups alike.

It even ended up being banned in the U.K. for actual false advertising; as it turns out, Protein World's weight loss products didn't quite live up to the brand's claims.

Three years later, the infamous ad haunts many of us who had to see it every day on our morning commutes. But a different brand is now taking advantage of the marketing blunder to promote a dramatically different message.

A plus-size fashion brand in Europe has given the ad a 2018 makeover.

"Me and two of my colleagues were just sitting around one day and were like, 'Remember that ad?'" Bethany Rutter, who works in social media and marketing for the brand Navabi, told Today Style. "It's something that really stayed with people. It was a really troubling example of something that happens all the time, but it's the most explicit version of it that people had seen."

Rutter's team decided to flip the alarming example on its head.

The fashion line's new ad, which was carted around on wheels throughout London on May 3, mimics Protein World's bright yellow and black and white aesthetics. But it comes with a much more empowering message: "We're beach body ready."

The three women on Navabi's ad weren't professional models either. Rutter rocked the swimwear alongside Lauren Tallulah Smeets, a fashion brand manager, and blogger Stephanie Yeboah.

"Me, Lauren and [Rutter] did a thing recently," Yeboah tweeted excitedly. "LOOK AT OUR FAT BAADIES ALL UP ANS THROUGH [LONDON]."

Lookin' fab, ladies.

Unlike reactions to Protein World's 2015 campaign, people are loving Navabi's take on what constitutes a "beach body."

"I love this," one commenter wrote. "Makes me feel so much less anxious about my own 'flaws.'"

"You all look incredible!" another person said. "I absolutely love this shot. The exuberance, the joy, the beauty."

"I get so stressed about wearing a bikini but yes," someone chimed in, "we are all beach body ready!"

Damn straight. Have a body? Heading to the beach? Then congratulations: Your body is ready for the beach.

Photo by Tim Mossholder on Unsplash
True

Glenda moved to Houston from Ohio just before the pandemic hit. She didn't know that COVID-19-related delays would make it difficult to get her Texas driver's license and apply for unemployment benefits. She quickly found herself in an impossible situation — stranded in a strange place without money for food, gas, or a job to provide what she needed.

Alone, hungry, and scared, Glenda dialed 2-1-1 for help. The person on the other end of the line directed her to the Houston-based nonprofit Bread of Life, founded by St. John's United Methodist pastors Rudy and Juanita Rasmus.

For nearly 30 years, Bread of Life has been at the forefront of HIV/AIDS prevention, eliminating food insecurity, providing permanent housing to formerly homeless individuals and disaster relief.

Glenda sat in her car for 20 minutes outside of the building, trying to muster up the courage to get out and ask for help. She'd never been in this situation before, and she was terrified.

When she finally got out, she encountered Eva Thibaudeau, who happened to be walking down the street at the exact same time. Thibaudeau is the CEO of Temenos CDC, a nonprofit multi-unit housing development also founded by the Rasmuses, with a mission to serve Midtown Houston's homeless population.

Keep Reading Show less
via Amelia J / Twitter

Election Day is a special occasion where Americans of all walks of life come together to collectively make important decisions about the country's future. Although we do it together as a community, it's usually a pretty formal affair.

People tend to stand quietly in line, clutching their voter guides. Politics can be a touchy subject, so most usually stand in line like they're waiting to have their number called at the DMV.

However, a group of voters in Philadelphia, Pennsylvania received a lot of love on social media on Sunday for bringing a newfound sense of joy to the voting process.

Keep Reading Show less
Photo by Tim Mossholder on Unsplash
True

Glenda moved to Houston from Ohio just before the pandemic hit. She didn't know that COVID-19-related delays would make it difficult to get her Texas driver's license and apply for unemployment benefits. She quickly found herself in an impossible situation — stranded in a strange place without money for food, gas, or a job to provide what she needed.

Alone, hungry, and scared, Glenda dialed 2-1-1 for help. The person on the other end of the line directed her to the Houston-based nonprofit Bread of Life, founded by St. John's United Methodist pastors Rudy and Juanita Rasmus.

For nearly 30 years, Bread of Life has been at the forefront of HIV/AIDS prevention, eliminating food insecurity, providing permanent housing to formerly homeless individuals and disaster relief.

Glenda sat in her car for 20 minutes outside of the building, trying to muster up the courage to get out and ask for help. She'd never been in this situation before, and she was terrified.

When she finally got out, she encountered Eva Thibaudeau, who happened to be walking down the street at the exact same time. Thibaudeau is the CEO of Temenos CDC, a nonprofit multi-unit housing development also founded by the Rasmuses, with a mission to serve Midtown Houston's homeless population.

Keep Reading Show less
via Jody Danielle Fisher / Facebook

Breast milk is an incredibly magical food. The wonderful thing is that it's produced by a collaboration between mother and baby.

British mother Jody Danielle Fisher shared the miracle of this collaboration on Facebook recently after having her 13-month-old child vaccinated.

In the post, she compared the color of her breast milk before and after the vaccination, to show how a baby's reaction to the vaccine has a direct effect on her mother's milk production.

Keep Reading Show less

Ah, the awkward joy of school picture day. Most of us had to endure the unnatural positioning, the bright light shining in our face, and the oddly ethereal backgrounds that mark the annual ritual. Some of us even have painfully humorous memories to go along with our photos.

While entertaining school picture day stories are common, one mom's tale of her daughter's not-picture-perfect school photo is winning people's hearts for a funny—but also inspiring—reason.

Jenny Albers of A Beautifully Burdened Life shared a photo of her daughter on her Facebook page, which shows her looking just off camera with a very serious look on her face. No smile. Not even a twinkle in her eye. Her teacher was apologetic and reassured Albers that she could retake the photo, but Albers took one look and said no way.

Keep Reading Show less