Montana Snowbowl Issues Apology For โ€˜Fat Shamingโ€™ and โ€˜Sexistโ€™ Advertisement

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Montana Snowbowl, Montana, snowball, ad
The ad should never have been used, and was the result of a mix-up between resort and agency. Credit: Spiker Communications

An advertising campaign for Montana Snowbowl certainly got people talking about the resort, but not in the way they wanted. In fact, it set off a social media flurry of criticism, proclaiming it โ€œfat shamingโ€ and โ€œsexist.โ€

Owner Andy Morris said it was a breakdown in communication between Snowbowl and their ad agency.

The ad that showed up at Missoula College and some breweries stated:

โ€œDear extra body fat, you have two options: make your way into my boobs or get outโ€.

Morris said that was one of the rejected slogans for a series of ads for the ski hill. He called it โ€œcrassโ€ and immediately asked agency Spiker Communications to pull it.

Montana Snowbowl, Montana, snowball, ad
Montana Snowbowl. Credit: Facebook

He addressed the issue on Snowbowlโ€™s Facebook page saying in part:

โ€œWe had our ad agency remove them immediately. We did not nor would not approve an ad of that natureโ€ฆ Please feel free to address questions or concerns to us as we work through this unfortunate misunderstanding and misrepresentation of our ski area.โ€

Wes Spiker of the ad agency said they also apologize if the ad offended anyone and said it was a mistake on his part. He explained that the agency was trying to reach a younger crowd.

The posters were in six locations in town and have since been taken down.


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