"My shoulders aren´t dainty or proportionals to my hips. Some say they are like a man´s. I say leave men out of it. They are mine. I made them in a swimmingpool. Then I went to yoga and made my arms. Just do it"
"My knees are tomboys. They get mursed and cut everytime I play soccer. I´m proud of them and wear my dresses short. My mother worries I will never marry with knees like that. But I know there is someone out there who will say to me ´I love you and I love your knees, I want the four of us to grow older toghether . Just do it"
"My Butt is big and round like the letter C, and 10,000 lunges have made it rounder but not smaller. And that’s just fine. It’s a space heater for my side of the bed. It’s my ambassador. To those who walk behind me, it’s a border collie that herds skinny women away from the best deals at clothing sales. My butt is big and that’s just fine. And those who might scorn it are invited to kiss it. Just do it."
New Work Celebrates 'Big Butts, Thunder Thighs and Tomboy Knees'
NEW YORK (AdAge.com) -- In the latest nod to "real" women -- and the latest blow to the wafer-thin body image -- Nike has introduced a campaign that celebrates women’s "big butts, thunder thighs and tomboy knees."
And it could mark a shift in how women are portrayed in media and advertising, images often blasted as being unattainable and the cause of low self-esteem and even eating disorders among young girls.
Today, they appear to be.
"There’s a definite trend going on in society and the marketplace of self-acceptance and being comfortable in your own skin," said William Wackermann, Glamour magazine's vice president and publisher, whose title has printed the un-glamorous campaigns from both Dove and Nike. "Dove was a wonderful campaign, and Nike is just brilliant. The copy is clever and fresh."
'My Butt is big and round'
Other ads refer to "thunder thighs," legs that "were once two hairy sticks" and shoulders that "aren’t dainty."
Nancy Monsarrat, Nike’s U.S. ad director, called the branding campaign an extension of the "If You Let Me Play" campaign geared toward women that Nike ran in the late 1990s -- with one exception. "In the '90s we finally got smart and said, ‘Hey, let’s talk to women.’ But we never talked specifically about women’s bodies, and that’s a hot topic right now."
No TV executions
"Women come in all shapes and sizes, which is no surprise, but when you talk to women in an honest way, they respond," Ms. Monsarrat said.
Ms. Steinem wasn’t positive about the Nike campaign. "It’s a step forward," she said, "but I just question whether Nike would do an ad about a man talking about his butt."
Some have said the trend started earlier this year with Dove’s "Real Women, Real Curves" campaign, which features women of all shapes and sizes happily posing in their underwear and hawking Dove’s new cellulite-firming body lotion.
Disparate reactions for Dove
Others have said that the trend started earlier, perhaps in 2002, when actress Jamie Lee Curtis appeared in Meredith Corp.’s More in a sports bra and spandex shorts without makeup or air-brush retouching of the photo.
Not the work of a copywriter
"The most sought after look is the natural look," said Linda Wells, editor of Conde Nast Publications’ Allure. "We just did a study [of 1,000 female respondents] and the words they used most often to describe their looks were natural and real. Those words were used far more than beautiful and pretty and even higher than sexy and glamorous. That’s a shift."
Gerald Celente, director of the Rhinebeck, N.Y.-based Trends Research Institute, said the shift began taking place in the late 1990s as the last of the baby boomers inched closer to the age of 35 and beyond.
Desire vs. reality