I'm just a fat gal with a blog and an opinion. Well, lots of opinions.

Old Spice Targets Fat Guys?


I suppose Old Spice is attempting to target all guys, but their latest print ad left me feeling angry and defensive. I was flipping through a recent issue of Entertainment Weekly, yes I know it’s not a very body accepting magazine but I like to keep up on all things entertaining…anyway, I happened upon this image:


It appears to be a fat guy in winter wear, only they chose to insinuate that by using their products, not only would said fat be…sectioned off/away? I dunno…but the tag line is, “Somewhere in there There’s A Man In There, Old Spice, Smell Better Than Yourself” In his hand appears to be a bowl of cereal with holes in it as well as M-80’s or cherry bombs or something. Across his chest is an ammo belt with a corn dog, an old cell phone, pepper spray canister and two actual ammunition shells. Not to mention the fake-ass snake around his neck.

This whole thing smacks of hate to me. Fat hate. Winter wear hate? I don’t know I just hate it! The way the “inner man” or whatever the fuck is magically thinner/more muscular as though you cannot be a “man” unless you are of this build is appalling! But it’s not even their first go at this:

old spice theres a man in there 640x859 Old Spice: There`s a Man in there*HeadDeskInfinity*

Once again, choosing a thinner and seemingly more, uhh, eccentric? “inner man.” Ugh! This one seems anti-intelligence to me which is ridiculous if the point is to find a mate. Believe me fellas, anyone would rather you are intelligent than smelling like chemical perfumery! “Smell Better Than Yourself” is certainly relative. I mean, have you smelled this shit? Blegh! Why do all of these companies think anyone wants to smell this this? Marketing is, well, dumb!

I just hate that they chose this imagery. I hate that they are picking on fat guys. I hate that they feel the need to feminize the “outer man.” Once again! I won’t even start on the whole being called a woman is a negative thing. Just once I’d like to see a guy stand up and take that and say, “You know what? Thank you! My mom/sister/aunt/granny is the strongest and most incredible person alive. Call me a woman as much as you like, fuck wad!” Even if that ever did happen, it wouldn’t be on television!

What are your thoughts on this? Did these images make you angry? Upset? Eye rolls? Let’s discuss!



9 Comments to

“Old Spice Targets Fat Guys?”

  1. On December 22nd, 2011 at 7:20 am wriggles Says:

    It’s yet another of the numerous examples of just how creeptastic fat hating is. It is vile.

    I’ve never quite worked out the whole fat expresses sex/gender thing fully. What I can tell its that an ‘obese’ persona has a lot overlap with a female one.

    Incontinent, outer directed, stupid, irresponsible neither quite fully human or sentient, basically a bit of a puppet.

    And if you think the above is bad though, take a look at this example -it made my flesh crawl-which is so multifarious in its F.A.I.L that I can’t be bothered with it.


  2. On December 22nd, 2011 at 3:23 pm Not Blue at All Says:

    Wriggles: Wow, thank you for sharing that awful atrocity. Talk about playing one stereotype off another?! Yikes! It never ceases to amaze me how marketers can get away with shit like this.

  3. On December 22nd, 2011 at 8:14 am Heather Says:

    fatphobic and incredibly sexist. The sexism may actually get me more than the fatphobia though perhaps it’s because the idea that fat is feminine (and fat is bad and being feminine is bad) that’s getting to me. It does also smack of anti intelligence to me as well. Old Spice always reminds me of my grandpa.. and I’m kind of pissed that they’re corrupting that.

  4. On December 22nd, 2011 at 3:24 pm Not Blue at All Says:

    Heather: Yeah, the Old Spice of the old days was all about grandpas and sea captains! Ha-ha! But yeah, I’m with you on the sexism thing, too. It’s appalling.

  5. On December 26th, 2011 at 8:28 am thirtiesgirl Says:

    Having “excess flesh” has always been considered a “feminine attribute,” along with the idea that women have “weaker sensibilities,” “need more guidance,” are “more excessive, more fanciful, more irrational” than “logical” men. That was the thought process in 1892, and it still continues today in more subtle forms.

    It’s long been assumed that the only “acceptable” way for a man to be fat is to project the “virile,” almost caveman-like persona of “too much wine, women and song,” to eat everything in sight with much gusto, to seem irresistable to women, to constantly slap one’s belly and laugh about how fat one is.

    Even now, if one is a fat guy who happens to be more introverted, more bookish, or have a gentler personality, many people (dumbass people) unconsciously make the assumption that he’s “too feminine,” “not masculine enough.” And woe to the guy who happens to have a more pear-shaped body and carry weight in his hips. That guy has to deal with more nasty (and dumbass) assumptions than most.

    And anyway, Old Spice smells like shit. Yeah, it’s not Canoe or High Karate, and certainly not Aqua Velva. But I don’t like to smell Old Spice on a guy and never will.

  6. On December 26th, 2011 at 11:26 am Not Blue at All Says:

    thirtiesgirl: I don’t care for any of those colognes. Blegh! But yes, I’m with you entirely on this. The perception of fat + intelligence just doesn’t seem to want to stick with most people, the bastards!

  7. On December 27th, 2011 at 7:20 pm Fattiboomballatti Says:

    Its interesting how in both fat men and women… standard society sees the fat person as being less strongly gendered. Fat men as seen above as seen as more feminine, softer, girly-men while fat women are seen to have “let themselves go”, hiding their sexuality behind their fat (this analogy outrages me the most), they dont want men to look at them, or lesbian women gain weight because they no longer look to attract a mate.

    how does that all even make sense? to be fat is to lose one’s manhood. to be fat is to deny one’s womanhood… just more and more rediculous fat stigmatism. (cant spell tonight sorry!) wouldnt one then cancel the other out? or does that mean that teh fat just becomes genderless? interesting thoughts for further discussion methinks…

  8. On December 28th, 2011 at 11:06 am Not Blue at All Says:

    Fattiboomballatti: Yes! It makes no sense at all, but I’m wondering how many people actually pick up on the nonsense in your typical marketing campaign. My husband is really good, when a company advertises as a “best selling” or similar, he immediately see the gaping hole of information left behind: product info! It isn’t saying best rated or customer’s favorite, just best selling. And we all know there’s enough suckers out there to make any product a “best seller”…I’m looking at you Snuggie!

  9. On December 29th, 2011 at 10:48 pm Kath Says:

    I have no words other than FACE PALM.


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