Protein World's playboy CEO takes hands-on approach to risqué TV ad

Protein World, the weight-loss supplements brand that last year sparked the ire of social media with its sexist ads, has launched its first TV campaign alongside a deluge of laddish tweets and Instagram posts from founder and CEO Seth Arjun.

Protein World's TV ad: the brand isn't shying from controversy
Protein World's TV ad: the brand isn't shying from controversy

Seth’s social media posts mark his direct involvement with the ad, as well as his playboy living, with a production style and lifestyle that share striking similarities.

The brand’s TV ad is a moving version of its initial poster work. It features a pumping dance track punctuating flashes of toned female flesh, as women exercise on the beach. "New year, new you," states on-screen copy. The ad is running in the UK, US, France and Germany.


Protein World's approach to marketing inadvertently recalls an exchange in the classic rockumentary film 'Spinal Tap', during which the band is accused of producing a sexist album cover. "What's wrong with being sexy?" asks the bemused lead guitarist.

Seth was apparently heavily involved ad’s production, judging by his Instagram selfies with the yellow bikini-clad models. "Haha living the dream!" responded one of his followers.

Turning #BlackFriday Yellow ???????? #PROTEINWORLD #MIA #305 #BLACKANDYELLOW

A photo posted by CEO Protein World ?? (@arjunseth) on

But Seth’s laddish persona perhaps belies a more sensitive side to the man. In one post he states philosophically "Life is all about #Family and #Friends":

The ad will inevitably provoke, with Protein World claiming its last controversial campaign generated an extra £2m in sales.

At the tail-end of last year, Seth promoted a teaser of the TV ad on his Instagram feed. It only hinted at the sophistication of the full-length piece.

Brand: Protein World

Agency: In-house

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