Skechers and its Shape Ups brand has dropped the super toned body of Kim Kardashian for this year’s Superbowl advertising campaign. Last year’s Superbowl advertisements featured the lithe, perspiring, sexy bodied starlet Kim Kardashian who was clearly hot stuff in 2011. However Skechers have decided that her talents are superfluous to their requirements, and have chosen to replace her with a dog for this years campaign. Ill avoid the obvious gag.
According to Skechers, Kim’s talents are still of interest, and the suggestion that she has been dropped has been denied by Skechers. “To say that she was ‘dropped’ or “replaced’ is misleading and untrue … in fact we continue to discuss ways that we may work together in the future.” Say Skechers in a company statement. Regardless of how it is phrased, Kim Kardashian is not in this year’s Superbowl campaign and appears to have been ‘replaced’ by a French Bulldog.
The Superbowl may be a little way off, but the latest advert has already been causing controversy. This time it is not for sexiness, objectifying women or for pushing sneakers on young girls, but the fact that the latest Skechers advert features greyhound racing.
Skechers are not adverse to whipping up a frenzy of criticism. The Skechers Kim Kardashian Ad last year certainly got pulses racing for the men, but the adverts were not so well received by everyone. Her body beautiful was criticized for being a little bit too sexy for some tastes.
Not satisfied with the small uproar that surrounded the Kim Kardashian advert, Skechers then launched their Shapeups for Girls range. This was much more controversial, with websites and mums groups all across the States up in arms about sexualizing young girls and instilling low self esteem and body image issues in girls as young as 7. The criticism was somewhat unfounded it has to be said, but the launch certainly made Skechers hit the headlines again.
Now that the country has calmed down somewhat over the bouncy Skechers Shape ups for pre-teens, Skechers has now really gone to the dogs with this year’s Superbowl advert. Greyhound racing features in the latest Skechers GoRun campaign, and while the association is sound, the protests have already started. Greyhound racing is regarded as being cruel to animals, so much so, that it is banned in 38 States. Associating with a banned sport is a definite ‘no go area’ according to many people in the USA. The advert features a French Bulldog in Skechers Go Run shoes competing with the big dogs, and holding its own in a greyhound race. The advert was shot at Tucson Greyhound Park.
Skechers GoRun Shoes without the Dogs
With the latest advert, Skechers have once again made it onto Change.org due to their advertising campaign, with yet another petition underway to get Skechers to pull the Ad (The Skechers for Girls also attracted a petition on the site). So far, the greyhound protection group GREY2K USA has amassed 105,000 signatures in favor of pulling the advert.
According to GREY2K USA President Christine Dorchak, “Skechers should not be partnering with Tucson Greyhound Park, which has an extensive record of cruelty.” However Skechers explains the thinking behind the advert in USA Today as it being “simply a metaphor for a remarkable, underdog achievement.” According to Leonard Armato, President of Skechers Fitness.
If you want the advert pulled, you know where to put your name. If you just think it’s a bit of harmless advertising, you’ll probably get to see it if you tune in to this year’s Superbowl. Interestingly, making a French Bulldog run in GoRun shoes does not amount to animal cruelty. Provided that, unlike the greyhounds, the cage in which it is kept is large.
