It’s a bit of a mixed message.
These days companies are trying hard to be relateable, influential and groundbreaking.
When it works, it can be powerful, but a lot of the time, they miss the boat.
Wrangler jeans is a perfect example of this. They launched an attempt at a body confidence campaign which uses the hashtags #bodybespokejeans and #morethanjustagirl.
https://www.youtube.com/watch?v=IJiRLXQm-QE
While the campaign was an attempt at promoting women being who they want to be, it comes across as more offensive than anything.
Most people are taking issue with the fact that they were never under the impression that they were ‘just a bum’ so why paint it as if women ever were.
Masses of people commented on their social media pages criticising them for the message, however a number of the comments were deleted from Facebook.
This did not stop people from having their say on Twitter however.
I'm sorry @Wrangler, but this is atrocious. I knew I was #morethanabum Didn't need a shiny advert full of beautiful slim women to tell me.
— Frances Revel-Cooper (@prettyoddfran) September 23, 2016
https://twitter.com/SealPupMcV/status/779108502119784448
https://twitter.com/kathy_charles/status/778957336329281537
Wrangler challenges stereotypes by casting only slim young women and filming them creepily at bum height. icky hashtag too #MoreThanABum
— angus walker (@angstwalker) September 21, 2016
https://twitter.com/Orchard_Helen/status/779953113117626368
https://twitter.com/BellemcCabe/status/779330044422479872
Despite getting my degree, learning Chinese, and launching my career, always thought I was just a bum. Thanks @Wrangler #MoreThanABum !
— Take back style (@takeback_style) September 21, 2016
Wrangler issued an ‘apology’ of sorts in the comments under their Facebook post which thanks people for their passion.
.@Wrangler_Europe issued an apology which is like a bad first draft. Ah dear #digidisaster #morethanabum pic.twitter.com/Q6WeG69yfw
— THE DIGI FAIRY (@thedigifairyz) September 24, 2016
What do you make of the video? Let us know on Twitter @Meganroantree or @Herdotie.
