So, It Turns Out Brazil Can Make Worse Gym Ads Than Equinox

Between ad campaigns shot by Terry Richardson and their “sexy” yoga video that pissed off yogis the world over, we thought Equinox had a monopoly on tacky, sexist gym ads. But it appears that Brazil’s Vila Olimpica has broken into the market, one weird, sexist, creepy ad at a time. Well played, Brazil. Well played.

The ads, whose slogan is ironically “Be Independent,” feature fit-looking women with men reaching around them from behind (yep, it looks as sexual as it sounds), performing tasks like opening a jar of olives or uncorking a bottle of wine. We have a lot of questions about these ads—the most important being, obviously: Since when do you need huge muscles to open a bottle of wine? Does this mean it’s no longer possible for women to drink alone?

But, at least they’re not comparing boot camps to Auschwitz.

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    • Maggie

      I really don’t think these ads intended to be sexist. I think the reasoning behind their “be independent” slogan is that by going to the gym, you build your own strong arms and don’t need help from anyone. There is a lot in the ads that could be interpreted as sexism, but I really don’t think that was the intent.

      They’re definitely weird and creepy though.

    • Erika

      I don’t see anything sexist, weird or creepy here… Actually, this is a very creative ad.

    • Briana Rognlin

      Hmmm, something about women—who look fit and healthy—having strong men open things for them seems sexist to me. But even if you don’t agree with me there, I don’t see how these could be construed as “creative” or empowering/inspiring for women who want to get fit.