MAC Female Bodybuilder Ad

g'em

From Jezebel.com:

When I first saw this ad for MAC's new "Strength" collection, it kind of stopped my in my browsing tracks. What an incredible figure that woman has — and what a striking image for a mainstream cosmetics brand to choose as an advertisement.

The woman in the photo is named Jelena Abbou. She is a Serbian-American competitive body builder and fitness model, and she is ****ing impressive to look at. I really like seeing her in a makeup ad. Hers is a body that is so different from the usual physical ideal that is shoved down women's throats — the slim, uniformly "toned" but not muscular, waifish model body that we see in every other ad and magazine and T.V. show aimed at women....

Well-developed muscles are the embodiment of strength, and our culture doesn't value physical strength in women. It might even be a little suspicious of it. A man with a six-pack is supposed to be sexy; a woman with a six-pack is supposed to be "mannish." That stigma is why it's so shocking to see Abbou in a cosmetics ad: she's styled and photographed in a way that glamourizes her and highlights her beauty and her femininity, but the ad also does not camouflage or attempt to minimize her incredible body. (Which is the usual treatment that athletes, particularly female athletes, get in fashion photography — for reference, just consider any time Vogue picks a lovely, slender, female athlete to be in a fashion spread.) In fact, Abbou's muscular arms are the focus of this picture. That's what makes this ad so striking, and so incredibly beautiful.

I, for one, am delighted Besides the fact that I've had an epic girl crush on Jelena Abbou since I started paying attention to fitness (she and Jaime Eason were my role models during my brief flirtation with physique training) this is the first time that I can recall that a woman in this area has been portrayed in such a positive, empowering way in mainstream media and not in the context of a freakshow (e.g the Louis Theroux and Baz whatsisface on TV3).

So for any woman contemplating picking up a weight this New Year, do it. You won't become a she-hulk, you won't turn into Arnie, you won't get hyoooge. And if you needed any further encouragement, here's a significantly more relaxed shot of Ms. Abbou. It wasn't Slimfast and 5lb walking weights that got her this body

gymfreak

Saw the ad this morning. I think it's a great step forward for advertising and body image and all that malark.

Gummy Panda

g'em wrote: »

So for any woman contemplating picking up a weight this New Year, do it. You won't become a she-hulk, you won't turn into Arnie, you won't get hyoooge. And if you needed any further encouragement, here's a significantly more relaxed shot of Ms. Abbou. It wasn't Slimfast and 5lb walking weights that got her this body

yeah I noticed more women in my gym doing compound lifts then the pink dumbbell brigade. Hopefully images like this increase it.

Orla K

This is great but I can see any women I know going ughh! and most men being slightly intimidated. That might say more about where I'm from than anything else.

I'd be weary of mac doing it just for a bit of shock or to get talked about since it's obviously not the norm.

I'm just thinking that if it does get people talking and they then look her up to see who she is then they might see a pic like the second and realise that she doesn't walk around like the first picture and that she has a great figure, it might be the first turn of the cog to thinking lifting is good.

hollypink

Gummy Panda wrote: »

yeah I noticed more women in my gym doing compound lifts then the pink dumbbell brigade. Hopefully images like this increase it.

To be honest, I think the first pic would actually put some women off lifting heavy weights as she looks very muscular (I presume because she is flexing?). I love the second pic, definitely what I would aspire towards. I've been doing a lot of weight training since early last year and apart from losing fat, I can definitely notice a change in my body shape from gaining a little muscle. I'm very happy with how I look and yet after I posted a gym pic of myself on facebook where I am holding a heavy dumbbell so my arm looks quite muscular (taken for one of those before and after articles), one of my friends said (I think only half jokingly) when we next met, "I didnt know who was going to come through the door, Arnie maybe." And someone at a different time made a comment about my "guns". Which deflated me a little I have to admit. I suppose I associate curves with being womanly and muscles with being manly, even despite how positive I feel about weight training.

Gummy Panda

hollypink wrote: »

To be honest, I think the first pic would actually put some women off lifting heavy weights as she looks very muscular (I presume because she is flexing?)

Probably a pump.

Women need to realise the guns & buns are mucho sexy.

Sangre

I'd be very surprised if most women didn't think she looked too big and used it as yet another reason not to do resistance training.

ScriptedAlibi

Sangre wrote: »

I'd be very surprised if most women didn't think she looked too big and used it as yet another reason not to do resistance training.

Funny thing is, the women who think she looks too big will be the same women squashing their bellies into their jeans post Xmas! I'd rather have savage looking arms like the above than the oul bingo wing brigade, who think that counting calories means starving all day so you can have 2 packs of 'low fat' biscuits for dinner!

I remember a work colleague commenting on my arms a year or so ago, saying she wouldn't lift weights as she wouldn't want to be 'big' like me. Funny that, since yer wan was about 2 dress sizes heavier than me and had more wobble in her arms than her lip when I told her so.

Also, seen the ad this morning and I frickin love it!

discus

ScriptedAlibi wrote: »

Funny thing is, the women who think she looks too big will be the same women squashing their bellies into their jeans post Xmas! I'd rather have savage looking arms like the above than the oul bingo wing brigade, who think that counting calories means starving all day so you can have 2 packs of 'low fat' biscuits for dinner!

I remember a work colleague commenting on my arms a year or so ago, saying she wouldn't lift weights as she wouldn't want to be 'big' like me. Funny that, since yer wan was about 2 dress sizes heavier than me and had more wobble in her arms than her lip when I told her so.

Also, seen the ad this morning and I frickin love it!

With your first paragraph, you've just polarised women into the "fat bingo wing category" or women who think that that MAC advert is an exceptional example of what women should strive for!

I know girls who love their fitness and the muscular definition that comes with it, but would be put off by the idea of becoming as ripped as the lady in the advert! Counter intuitive to think that this advert will make women think about alternative body shapes/types.

Hanley

I like to think that I'm one of the more open and progressive dude thinkers on this (gf squats 100+kg, can do pull ups etc) but I look at that pic and think "hmm a bit too big really". Can't see this doing anything positive to encourage females to train, unless they are educated, already train and are aware of the benefits.

g'em

Maybe part of it being beautiful is that it's challenging the idea of what 'too big' is? Ten years ago a tiny bum like Kylie's was seen as preferrable. Now J Lo and nicki Minaj have made big bums de rigeur.

Female athleticism is rarely, if ever, challenged. It's starting slowly though, Jessica Ennis has single handedly played a large part in that.

I know this is only one ad, but its a start. It's celebrating those arms, and so what if they're not something a guy traditionally likes, shoyldnt the first person you want to look good for be you?

ScriptedAlibi

discus wrote: »

With your first paragraph, you've just polarised women into the "fat bingo wing category" or women who think that that MAC advert is an exceptional example of what women should strive for!

I know girls who love their fitness and the muscular definition that comes with it, but would be put off by the idea of becoming as ripped as the lady in the advert! Counter intuitive to think that this advert will make women think about alternative body shapes/types.

Yes and I simply do that when talking about women who are in that position and slate women like the model above. It's not a direct criticism of their weight, it's a criticism of their attitude which has absolutely no ground to stand on given their said 'bingo wings'.

Hanley

g'em wrote: »

Maybe part of it being beautiful is that it's challenging the idea of what 'too big' is? Ten years ago a tiny bum like Kylie's was seen as preferrable. Now J Lo and nicki Minaj have made big bums de rigeur.

Female athleticism is rarely, if ever, challenged. It's starting slowly though, Jessica Ennis has single handedly played a large part in that.

I know this is only one ad, but its a start. It's celebrating those arms, and so what if they're not something a guy traditionally likes, shoyldnt the first person you want to look good for be you?

The only reasons big bums are en vogue now is because women who are that shape finally have someone famous to identify with. No girl that I've ever met who has a naturally small bone structure and is already slim aspires to be like Kim K, J Lo etc...

So "stick thin" is only out for those who are rational enough to know they're not constructed to ever get like that (as an aside - I'm glad there's more natural looking role models for women to aspire to, makes it so much easier to get ladies squatting and deadlifting!! )

Female athleticism is one thing, but an athletic body looks totally different than the way that ad is staged, and I think if they wanted to promote the athletic female physique they'd have been much better served with the second more natural "relaxed" photo you posted.

WHIP IT!

Hanley wrote: »

Female athleticism is one thing, but an athletic body looks totally different than the way that ad is staged, and I think if they wanted to promote the athletic female physique they'd have been much better served with the second more natural "relaxed" photo you posted.

Completely agree here. If they were trying to get across the 'strong is the new skinny, girls' message then a more natural pic of someone built like the aforementioned Jessica Ennis might suit more. Even the outfit on the model above, jet black & almost vampire-ish... I'm not sure how much most women will relate to it. Women who already lift? Yes, certainly... but I don't think it would encourage women to drop the 'pink dumbells' and hit the squat rack... then again, that's hardly the cosmetic company's MO...

ronanc15

I think MAC would probably argue that the second image doesnt fit as well with its brand strategy and as an image the first shot is much more striking and memorable imo. You wont forget the ad in a hurry so job done for MAC I imagine

Tefral

ronanc15 wrote: »

I think MAC would probably argue that the second image doesnt fit as well with its brand strategy and as an image the first shot is much more striking and memorable imo. You wont forget the ad in a hurry so job done for MAC I imagine

I'd agree, it's already polarised opinion here. My other half wouldn't want arms like the lady in the OP.. It took me a bit of convincing to get her to do squats and bench press and she didn't want to look like a man -her own words

I saw a pic once where it showed a woman's rear and it just said Squats turn a bum into an ass, i know that would get her into the squat rack

g'em

Hanley wrote: »

Female athleticism is one thing, but an athletic body looks totally different than the way that ad is staged, and I think if they wanted to promote the athletic female physique they'd have been much better served with the second more natural "relaxed" photo you posted.

The makeup line is called strength, so that's what they're promoting, and doing it very well.

It's a female bodybuilder who looks awesome wearing mainstream make up and wearing a ballgown. Maybe it needn't be more complicated that that?

WHIP IT!

g'em wrote: »

The makeup line is called strength, so that's what they're promoting, and doing it very well.

It's a female bodybuilder who looks awesome wearing mainstream make up and wearing a ballgown. Maybe it needn't be more complicated that that?

Do you think it will encourage more women to buy their make-up?

Sir Digby Chicken Caesar

it's not supposed to. this right here is exactly what they were after, nothing more.

WHIP IT!

Sir Digby Chicken Caesar wrote: »

it's not supposed to. this right here is exactly what they were after, nothing more.

Really though? I'm not entirely convinced by the 'No such thing as bad publicity' argument when it comes to advertising. There are products and services out there that I stubbornly refuse to buy or support because their ads etc annoy the piss out of me...

I know this ad isn't 'annoying' as such and I know this thread doesn't constitute 'bad publicity' but, as far as MAC hoping to sell more of their 'Strength' range, I think this ad may be wide of the mark...

But hey, that's just me and I don't nor ever have worked in advertising!

ronanc15

MAC is the Apple of the makeup industry. If they sold liquidised sh1t they would still have people queing to buy it. Their Ethos rotates around standing put from the crowd

arse..biscuits

cronin_j wrote: »

I'd agree, it's already polarised opinion here. My other half wouldn't want arms like the lady in the OP.. It took me a bit of convincing to get her to do squats and bench press and she didn't want to look like a man -her own words

I saw a pic once where it showed a woman's rear and it just said Squats turn a bum into an ass, i know that would get her into the squat rack

Have a look at "She squats bro" on facebook, hundreds of pics of beautiful strong women. Inspires me to lift if nothing else.

Gummy Panda

arse..biscuits wrote: »

Have a look at "She squats bro" on facebook, hundreds of pics of beautiful strong women. Inspires me to lift if nothing else.

This page gets my approval!

MrPain

Am I the only one who thinks that dress looks hideous.

But she is amazing in the second pic;)

Sangre

Now don't get my wrong, I fully support any company that promotes a healthy body type whether mainstream or otherwise, and it is always nice to see something different.

I just think the corseted body combined with the flexed/pumped arms makes her arms appear far bigger than most women would aspire to. Of course, there is absolutely nothing wrong with this , I just don't think this will be the ad that has women running to the weights section (and I fully accept this is not the purpose of the ad). However, if they did a similar ad focusing on her stomachs and/or glutes then I think that might persuade someone women to lift more.

ferike1

She looks great!

g'em

MAC don't do normal and regular. Nicki Minaj, Cindy Lauper, Lady Gaga even Ricky Martin - all MAC campaign stars. They promote the extraordinary and market themselves as the brand that looks beyond the norm, celebrating quirky and different. So to that end, this ad is fairly standard - finding beauty in the abnormal. they're not trying to sell make-up, they're selling the MAC attitude.

All of these are MAC ads, none of them are looks that a woman wants to wear on a daily basis, but they're designed to inspire.

tiptoe shortbread

I think she looks amazing!

This is a something I'd aspire to...she's obviously pumped in the first pic but I still think looks hot as hell!! Oh to have arms that looked that amazing!!! I think the contrast they've gone for with the feminine face and hard muscular body in the first pic is amazing!!! Super inspirational!!!

drdeadlift

Sangre wrote: »

Now don't get my wrong, I fully support any company that promotes a healthy body type whether mainstream or otherwise, and it is always nice to see something different.

I just think the corseted body combined with the flexed/pumped arms makes her arms appear far bigger than most women would aspire to. Of course, there is absolutely nothing wrong with this , I just don't think this will be the ad that has women running to the weights section (and I fully accept this is not the purpose of the ad). However, if they did a similar ad focusing on her stomachs and/or glutes then I think that might persuade someone women to lift more.

Its a makeup advert so emphasizing bum or stomach whilst having her face in it might not work as well.Its striking thats what they wanted.

Frank Bullitt

I think the difference with the examples given of previous MAC advertising and the current ad at the beginning is that, in the previous ones, the make-up is the focal point of it, so you see from about half way up the chest up, then its very creative make-up and bold colors.

In the strength one, it's just her posing, nothing really about make-up, if anything it would fit more for say, a fashion label, like a Gucci or Prada etc.

From my own observation, she looks much better in the second picture, her body anyway. I think in the primary image, she looks a bit ridiculous, but then again that is the point, fashion like this is mean't to be striking, and although she is attractive (a google search proved that), she is not stunning like a super model.

I'm not sure if it is embracing her body or merely trying to make a show of her.