Dubai, United Arab Emirates – A most offensive and disturbing marketing campaign for a fitness center in Dubai has raised outrage around the world. The picture below shows the campaign advertisement without the name, but how could anyone with an ounce of sensitivity, suggest such a slogan.

Co-founder Phil Parkinson

The campaign has since been pulled and the owner has made his apologies, but the damage has been done and so has the campaign.

I just hope everyone at the fitness club, cancels their membership and no-one joins. Disgusting. And I’m not Jewish but terribly offended.

As reported in the National, Mr Parkinson said he was sorry for using the image. “I apologize if I have offended anyone with the campaign. That was certainly not my intention when we created it,” he said.

“You put strong ideas across, and if they’ve been poorly received then I apologize.”

Mr Parkinson, 32,  said he used an image of Auschwitz to advertise weight-loss and exercise classes because “it’s like a calorie concentration camp”.

“The idea of the campaign isn’t to upset anybody. The way branding works is … you want people talking about your business. We want them talking about us, but we don’t want people to take offense at it.”

They also tweeted a quasi apology “Apologies for the insane poster campaign that was put up this morning… The creative guy has been told where to go”

‘Kiss your health club goodbye’

dandmb50flickr's photos on Flickriver
Daniel … Toronto, Canada