Wednesday, February 22, 2017
Must not suggest fat is bad?
An advert made by a supermarket chain famous for its viral campaigns has been criticised for fat shaming.
German supermarket chain Edeka's new campaign called 'Eatkarus' is has caused controversy only a few days after its release.
The short film, which has amassed 8 million views across social media platforms combined, tells the story of a fat young boy who lives in a town inhabited only by the overweight.
However, the plump boy dreams of flying away like a bird - drawing on the Greek myth of Icarus who created wings to fly with.
The boy, distracted by creating his own wings, and inspired to eat berries by a crow he has been chasing, inadvertently loses weight in the process.
As the advert ends, the boy is seen now slimmer and wearing the wings he has designed.
While people look upon him with disgust he runs and takes flight, his new slender frame allowing him to float.