The advert was telling spectators to escape "love handle island".
A FLYEfit poster in Dublin advertising the low-cost chain of super gyms read "escape love handle island", a play on words of the hit TV show Love Island currently on ITV2.
The picture on the poster shows a personal trainer for the gym Aoife, as the poster reads "Aoife will keep you fit".
The gym tweeted asking who of their followers saw their new campaign, stating: "There’s no escaping Love Island… but you can escape Love Handle Island! Who's seen our latest ad campaign on the streets of Dublin?"
There’s no escaping Love Island… but you can escape Love Handle Island! Who's seen our latest ad campaign on the streets of Dublin? pic.twitter.com/A1k5Rw05gH
— FLYEfit (@flyefit) June 20, 2018
The tweet was met with fierce criticism, and FLYEfit were even accused of body-shaming with their new campaign.
Go away with that body-shaming ráméis
— (((A lady on the Internet ))) (@occularmandible) June 22, 2018
I've seen it...and it's a big F.U. to the average everyday woman. And don't give me the aspirational bollox - your ad is expressly body shaming in it's imagery and it's wording. Get progressive with your advertising concepts...move on&use your brains!!! #BadIdea #LoveYourBody
— RavenousWoman (@HCreaby) June 22, 2018
It looks like something that would be produced at the end of the marketing episode of The Apprentice and then 3 of them have to go home.
— Sue Kirk (@SueKirk) June 22, 2018
Get better marketing staff.
— Graham Scott (@1fivefive) June 22, 2018
Would rather stay here on Love Handle Island if it means I can escape toxic guff like this, thanks. https://t.co/kuJehwWC66
— ⭐ amy o'connor ⭐ (@amyohconnor) June 22, 2018
See More: Dublin, Exercise, Gym, Love, Love Island
