Advertising 101: You Won’t Sell Anything Using Fat Guys In Mankinis

Images: Peter Macdiarmid/Getty Images Europe.

In seeking information about Keri-Anne Payne’s progress in the 10k open water swim this morning, I happened upon this horrifying photo of a bunch of fat guys, cheerily strolling about by the Serpentine in mankinis and bowler hats.

Research revealed it wasn’t a backlash against FEMEN as I first thought, or indeed a WeightWatchers Platinum ‘Before‘ photo, but promotional material used by a mobile phone company back in 2010.

I have never heard of giffgaff, or their exciting range of tariffs. Whether that is a direct result of this ill-advised advertising campaign or not (I suspect it is), there’s one thing I know for certain. Once you’ve looked at that guy in the middle, proudly twanging his mankini straps, you can’t unsee it.

Sorry about that.

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