Travelzoo has created its own ‘Beach Body Ready’ advert in response to the controversial Protein World Beach Body Ready advertising.
This follows Carlsberg mocking the protein supplement brand’s posters on the London Underground.
The Travelzoo version – displaying ‘Gladys, Mavis and Doris’ with surfboards – goes live this weekend at the Westfield shopping centre.
Consumers who take a photograph of the ad with them in it and tweet it to #TZbeachbody can be entered into a draw to win a beach holiday.
Louise Hodges, Travelzoo’s head of communications, said: “The original Beach Body Ready ad from Protein World has caused a lot of controversy around body image and dieting – understandably so.
“We felt strongly that as a travel brand providing fantastic beach deals we should talk about the positive effects of a beach holiday.
“Our three characters from our Beach Body Ready advertisement – Gladys, Mavis and Doris – communicate a devil may care spirit perfectly and put the focus back onto the benefits of holidays in the sun regardless of age, gender or appearance.”