WARNING: Contains discriminatory material that may/will offend. Don't say you weren't warned.

This segment of The Gruen Transfer was scheduled to appear on the ABC-TV program on May 13, 2009. It was not approved for broadcast by the ABC. We are grateful for the ABCs consent for us to put the material on this website, as it facilitates further debate and discussion.

This is a confronting ad. We at Gruen feel that it may be offensive to some people, but we stand by the fact that The Foundry agency made it with a considered and legitimate intent to persuade Australians to reconsider their prejudices.

It is clearly an anti-discrimination ad, an argument for tolerance, not divisiveness. As road safety advertisements sometimes use horrific accident images to make a point, so too this ad uses shock to drive home the ugliness of prejudice. It was made by a highly experienced advertising creative, winner of a Cannes Gold Lion, one of advertisings greatest honours, for a previous anti-discrimination campaign.

As a show about advertising, we feel that it is appropriate for an audience, with fair warning, to consider and judge the ad for itself. And so we are making it available for viewing through this site.

To provide a clear context for the ad,The Foundry and JWT agencies were asked to come up with a campaign for the idea of Fat Pride, to end shape discrimination and make overweight Australians feel less humiliated by the constant public disapproval of anyone who isnt a size 10 or under.

The following video includes not only The Foundrys ad, but also a panel discussion with its creator about the reasons for the ads approach.

If you are likely to be offended by issues of discrimination in race, religion, sexuality or body size, please dont watch. (less info)