Protestors have been creative in their attempts to get London Underground ads - which ask commuters if they are '#beachbodyready' with creative featuring an ultra-fit model - removed.
Richard Stavely, head of marketing for Protein World supplement sales firm, complained that the ads had been subjected to numerous acts of vandalism during their time in the tube.
He told Good Morning Britain: "We’ve actually had threats on our head office, physical, violent threats. We had a bomb threat."
As a result of the backlash, the company made the unsubstantiated claim that it received £1m in four days of sales due to the increased media exposure - a large profit on the alleged £250,000 it had spent on the London Underground billboards.
Joining the discourse, Sun columnist troll Katie Hopkins on Monday sided with Protein World, condemning the ‘chubsters’ who were complaining about the ad campaign.
On the other side of the fence, 60,144 signed a petition on Change.org calling for the London Underground to take down the ads, which the transport body has admitted will happen, although that could be down to the danger posed to those vandalising the posters.
A number of creative responses to the ad was developed by brands and protestors alike. Below is the vast majority of them.
This ad for Oxfam GB, submitted to One Minute Briefs subverted the whole body image debate.
A fake ad which purporting to be from Dove did the rounds on social media.
— Andrew Bloch (@AndrewBloch) April 29, 2015
Carlsberg had an amusing 'Beer Body' activiation.
Dove did however tweet out support its belief everyone is #BeachBodyReady
— Dove UK & Ireland (@DoveUK) April 28, 2015
Paddy power on the other hand added a bit of Milifandom into the mix.
Christ, this Protein World advertising saga drags on and on… pic.twitter.com/1le8E1BVXO
— Paddy Power (@paddypower) April 29, 2015
A number of creative alterations were made to the ads on the London Underground too.
— Julia Macfarlane (@juliamacfarlane) April 28, 2015
— Rossalyn Warren (@RossalynWarren) April 24, 2015
We love London. Fuck patriarchy. pic.twitter.com/bDeET7pzdO
— The Vagenda Team (@VagendaMagazine) April 22, 2015
— Ella Sackville Adjei (@ellaisahoot) April 22, 2015
— Miranda Fay (@mirandafay) April 22, 2015
— Nicole (@NicoleBurstein) April 24, 2015
— Nia (@stonecypher) April 26, 2015
— 0komi (@0komi) April 25, 2015
— Do Something UK (@DoSomethingUK) April 24, 2015
— Harriet Atkinson (@xhattie123x) April 29, 2015
— Tara Costello (@Catstello) April 24, 2015
— Marcomms Now (@Marcomms_Now) April 23, 2015
— Niamh Walsh (@NiamhAWalsh) April 29, 2015
— Max Wakefield (@wakmax) April 26, 2015
— Aisha (@AishaDod) April 23, 2015
— Blythe Pepino (@vaultsblythe) April 20, 2015
— Jo (@jo_hopley) April 29, 2015