How social media told Protein World where to stick its #beachbodyready ads

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.

One Minute Brief WINNER of our Protein World #BeachBodyReady Response Ads Campaign is the @mac_daddies There were some...

Posted by One Minute Briefs on Wednesday, 29 April 2015

A fake ad which purporting to be from Dove did the rounds on social media.

Carlsberg had an amusing 'Beer Body' activiation.

Dove did however tweet out support its belief everyone is #BeachBodyReady

Paddy power on the other hand added a bit of Milifandom into the mix.

A number of creative alterations were made to the ads on the London Underground too.

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