Montana Snowbowl Issues Apology For ‘Fat Shaming’ and ‘Sexist’ 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 “fat shaming” and “sexist.”

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:

“Dear extra body fat, you have two options: make your way into my boobs or get out”.

Morris said that was one of the rejected slogans for a series of ads for the ski hill. He called it “crass” and immediately asked agency Spiker Communications to pull it.

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

He addressed the issue on Snowbowl’s Facebook page saying in part:

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

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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