Shine OnSexist Subway ad wants us to stay fit for 'costume season'
Are you ready for costume season?
That’s the question Subway is asking in its latest ad.
“Bikini season may be over, but there’s more reasons right around the corner to stay fit with delicious, low-fat sandwiches from SUBWAY,” the chain writes on YouTube.
Ad Age’s Maureen Morrison writes that Subway’s marketing strategy is tapping into “a possibly never-before-marketed fitness trend: staying in shape to fit into sexy Halloween costumes.”
The “fat-shaming” spot is receiving plenty of criticism online.
Without actually using the word “sexy,” the sandwich chain lists the most cliché short-and-tight “adult” costumes for women in Halloween history: Attractive Nurse, Spicy Red Riding Hood, Viking Princess Warrior, Hot Devil, Sassy Teacher and Foxy Fullback.
As there’s no mention of any tight Spider-Man costumes, we’re assuming that the man in the commercial continues to eat his burger once the cameras stop rolling.
"The ad is obviously sexist, but it’s also just stupid and lazy. How easy would it have been for them to throw a man in as well? Plenty of guys wear shirtless Halloween costumes," writes Kara Brown for Jezebel.
We know we should be making healthy decisions all the time, not just when vanity strikes. But Subway’s message appears to be pressuring us to stay vain — and thin. Don’t eat healthy because it’s good for you, eat healthy so you look good in minimal clothing.
Stay skinny for the candy holiday!
As TIME's Laura Stampler critiques, “This new ad reminds you that it’s never time to stop dieting.”
Whatever happened to Halloween being all about cute kids and mini-chocolate bars?
"The whole idea that women must eat healthily and exercise in the summer, so they can then can ‘be bad’ or ‘cheat’ a little during the colder months is damaging both physically and emotionally, partially because ‘healthy’ is almost always conflated with ‘skinny.’ And now, callooh, callay Subway F***ing Sandwiches is here to announce a new, surprise ‘bikini season’ in October? The season of 24/7 pumpkin fever? The season centred almost entirely around candy? You monsters,” writes Carolyn Cox for The Mary Sue.
Besides, if all it really takes to “get a bikini body" is to put a bikini on your body, don’t we all have perfect costume bodies already?
Subway insists that it meant no harm.
"We understand that some people may not have picked up on the intended humour in our Halloween commercial. Our objective was certainly not to offend anyone," a Subway spokesperson tells TODAY.
Whether you’re eating salads or candy corn (or both) this season, don’t do so because you’re hoping to squeeze into fishnets — or a banana peel — for a Halloween party.
Dress as Jared the Subway guy instead.
Last year, I “dressed up” as “Government Shutdown of 2013” and wore sweatpants — and stayed home with the flu.
Find some easy, last-minute, non-“sexy” costume ideas here and here.
And if you’re expecting, here are some fun ways to dress your bump for a Halloween costume party.
Do you find the Subway ad offensive or harmless?
