History repeats itself: the first time as tragedy, the second as comedy.
Carlsberg have stepped into the Protein World controversy - the feminist/shapist debate - with a view of their own. The advert, featuring a pastiche [borrowed identity/inter-textuality] of the infamous advert that targets its audience with a 'typical' laddish/blokey reaction. the advert - hurriedly positioned in some tube stations next to the Protein World advert - shows a bottle of Carlsberg in yellow swimwear with the tag 'are you beer body ready'
The advert,in poking fun at the raging debate, suggests its own brand identity as being cheeky and blokey in its outlook and further cements it in the hearts of those men who are its consumers. It is irreverent to the feminist/shapist debate and seems to almost comment on the furor around body image.
At the very least, surely we all get what inter-textuality [borrowed identity/borrowed interest] is now? Please.
http://www.theguardian.com/media/mediamonkeyblog/2015/apr/30/carlsberg-dont-do-beach-ready-bodies-advert
http://www.mirror.co.uk/news/uk-news/protein-world-carlsberg-unveil-cheeky-5611002
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