Bugaboo bugged over buggy-thrusting, bikini-clad jogger model ad
Bugaboo has sparked an online debate after it shared an image of its new Bugaboo Runner, a buggy designed for mothers who enjoy running with their kids at high-speed.
Ads shared on the firm’s social media channels unveiled a super-fit model in a bikini jogging at the wheel of the $800 Bugaboo stroller, invoking a fair level of mockery.
Featuring model and mum Ymre Stikema, the image was accompany by text asserting she “stays fit and healthy with the Bugaboo Runner”.
See how model and mum Ymre Stiekema stays fit and healthy with the Bugaboo Runner. http://mi8.ly/4ojq24 Stay tuned for more running tips!
Posted by Bugaboo on Tuesday, 21 July 2015
The promotion received a fair share of criticism.
Bugaboo later released a statement to Today following the comments: “We designed our Bugaboo Runner jogging extension with active parents in mind. We want to inspire moms and dads everywhere to explore the world with their families, while keeping up with an active and healthy lifestyle.
“In addition to Ymre Stiekema - a mom who enjoys running and happens to be a model - our marketing initiatives feature parents who love running, including our own staff at Bugaboo, providing their experiences with their children and the Bugaboo Runner.”
Concluding: “We believe that all parents should run free no matter where they are on their fitness journeys and what they choose to wear on their runs.”
The promotion was also defended by some who agreed with the brand's message of encouraging mothers to lead active lifestyle.
Much like the Beach Body Ready ads in the London Underground, when the product was marketed beyond its intended super-fit and active audience of mums willing to sprint through a park in a bikini at the wheel of a high-end push chair, the ridicule just flew in.