Assvertising

[Trigger warning for fat hatred, dehumanization, objectification, and violence.]

Diesel is the latest brand to become a repeat offender in this series (thanks to Shaker Sara for passing this along):

The ad, titled "Diesel Kick Ass Sneakers Study #7," shows a foot clad in a Diesel Sneaker kicking a fat female ass, clad in a cheek-bearing leotard, in slow motion. An onscreen digital clock then counts the seconds while the ass jiggles from the kick. 21:03. Text onscreen: "Results: Diesel Sneakers deliver more A.W.S. (Ass Wobbling per Second) than any other sneaker. Diesel Sneakers. Not made for running. (Great for kicking asses.)"

This ad would be contemptible enough on its own (for a host of reasons I'm not going to waste my time delineating), but it's even worse when juxtaposed against this current Diesel print ad:


If you can't see the image, it's a Diesel ad featuring a picture of a thin white man kneeling down and biting a thin white woman's jeans-clad ass. (Her head is, naturally, cropped out of the image.) The text reads: "You'll Eat Better."

So: Fat ladies' asses are for kicking. Thin ladies' asses are for biting. Okay.

[Assvertising: Parts One, Two, Three, Four, Five, Six, Seven, Eight, Nine, Ten, Eleven, Twelve, Thirteen, Fourteen, Fifteen, Sixteen, Seventeen, Eighteen, Nineteen, 20, 21, 22, 23, 24, 25, 26, 27, 28, 29, 30, 31, 32, 33, 34, 35, 36, 37, 38, 39, 40, 41, 42, 43, 44, 45, 46, 47, 48, 49, 50, 51, 52, 53, 54, 55, 56, 57, 58, 59, 60, 61, 62, 63, 64, 65, 66, 67, 68, 69, 70, 71, 72, 73, 74, 75, 76, 77, 78, 79, 80, 81, 82, 83, 84, 85, 86, 87, 88, 89, 90, 91, 92, 93, 94, 95, 96, 97, 98, 99, 100, 101, 102, 103, 104 105, 106, 107, 108, 109, 110, 111, 112, 113, 114, 115, 116, 117, 118, 119, 120, 121.]