“Circuit Factory,” a gym in Dubai, rang in 2012 by comparing boot camp classes to Auschwitz in an ad campaign, and is now busy apologizing to angry members who—shocker—felt the comparison of dieting to concentration camps was tacky. Didn’t Prince Harry‘s Nazi costume teach everyone that Holocaust jokes don’t work?
The ad (partially pictured, above) showed a photo of the famous concentration camp with the slogan: “Kiss Your Calories Goodbye.” An hour after it was posted to their Facebook page’s poster campaign gallery, it was taken down, and the company’s owner, Phil Parkinson, said:
The idea of the campaign isn’t to upset anybody. The way branding works is you want people talking about your business. We want them talking about us, but we don’t want people to take offence at it. He added that he used the Auschwitz image because the classes are “like a calorie concentration camp.”
He later tweeted:
Apologies for the insane poster campaign that was put up this morning. The creative guy has been told where to go.
But they’ve kept some other brilliant ads like this one:
Photos: Copyranter and Facebook