Protein World, the divisive brand responsible for last year's infamous ‘Beach Body Ready’ poster, has upped the ante, preparing to launch a TV ad to an international market.
The move to TV follows the weight-loss supplement firm causing widespread anger in 2014 with a London Underground ad which inspired guerrilla ads from protestors and a petition which mustered 71,111 signatures calling for its removal.
Ultimately the Beach Body Ready slots were deemed not to body shame women in the eyes of the Advertising Standards Agency (ASA) investigating the slot after 378 complaints.
The latest ad was shared on Twitter by Arjun Seth, the chief executive of Protein World and a point of much online vitriol when the Beach Body Ready ad first entered the public eye.
— Arjun Seth (@arjun_seth) January 3, 2016
The brief slot was created in-house by the firm and is scheduled to air in the UK on MTV and Channel 5 from 1 January.
Seth claims the ad will also run in the US, France and Germany in parallel to the UK broadcasts.
The marketer has also debuted a brand new website.
The design features a new cleaner colour palette as well as 'real life transformation stories' of customers who claim to have used the firm's products and recipes.