Tag Archive | obesity

Fuck the diet.

Now, for those of you aware of what igm does in the day job, the obesity crisis and a lardy unfit Britain concerns me. For many reasons. But let’s have a little looksy at what some of our German Ogilvy friends have been up to for a slice of the Unilver empire in Deutschland.

Du darfst (rough translation, ‘you can’). A range of low-calorie foods you can apparently troff to your heart’s content. With no thought to the diet. Or perhaps even a spot of light buggery of said diet?

The ad itself is nothing brilliant. But a guilt free range of food? The appeal there is universal.

I’d think it ballsier if ‘Fuck the diet’ ran in German, but given that such a high percentage of the population have a fairly decent level of fluency of English (that would put many Brits to shame), I don’t think the subtleties of this line will be lost, fleeting as it is.  Social attention on this is likely to be short-lived, so I hope they have more to hang their hat on engagement wise besides downloading a ‘fuck the diet’ badge. All reeks a bit of early  2008.

Still, for elements of the strategy, a sizeable tick. For the creative, must try harder….

Iain G. Morrison is enjoying a well earned day off.  Du darfst indeed…

Did Evans just get cool?

Standing in the way of control?

Standing in the way of control?


A good friend of mine works at Topshop. And she’s disappointed (I can’t print the plethora of expletives she actually spat out), that the worlds coolest rock chic , is NOT designing her first collection of oversize clothes for Topshop…

Following in the footsteps of Kate Moss (Topshop), Lilly Allen (New Look), and a host of other celebs, Beth Ditto (she of the anthemic ‘Standing in the way of control’),  is designing her first clothing collection for Evans.

Even though her stick-thin bessie mate Kate has a well-established relationship with Topshop, the fact that Topshop  never had any clothes in her size was something of a problem.  So, rather than face extreme cries of selling out, she’s signed on the dotted line with Evans.

Evans has never had a reputation for being fashionable. They are best known for providing practical, hard wearing clothes for women over a certain size. How much control Ditto will be given over her collection (given her love of the loudest clothes made from the tightest fabrics),  is anyones guess, but I for one cannot wait to see the outcome of the partnership!

On paper, this should help Evans stuffy image significantly.

The PR coverage alone will be worth thousands. I have no doubt they will also be hoping that in a world where we seem to be ever-growing around the waist, Evans clothes become the acceptable norm / trendier choice. Leopard print spandex from Evans?

Being overweight suddenly just got that little bit trendier…

Iain Morrison is a senior marketer in the British Tourism Industry. And he is a fan of leopard print, but only on weekends…

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