Dubai gym removes controversial video advertising campaign

A Dubai fitness club that last year used images of a Nazi concentration camp as part of an advertising campaign has removed another controversial video advertisement from the internet.

Circuit Factory said on its official Facebook page that it had taken down the video, which suggested lack of exercise could make a woman less desirable to her partner.

The advertising campaign, which ran on its website and YouTube and was called 'Bent: Getting Our Priority Straight', sparked criticism from internet users.

Yesterday (Thursday 15th August), the gym issued a statement on its Facebook page which read "we took the video down because of the press coverage and negative sentiments.

"This was a major compromise. We weren't going to remove it. It didn't feel like our convictions led our hearts there. But, in the end looking upon it as a whole our sole purpose is to deliver weight loss results in people's lives.

"If we can improve their lives in some way beyond that it's a privilege. And, not having this campaign doesn't detract from that core purpose."

Before removing the video, Circuit Factory had posted "Freedom is a big part of The Circuit Factory's culture. We aren't advocating anything with our video. It's just us being ridiculous. "We don't take ourselves that seriously. We believe in freedom, and our video is an expression of that."

In January 2012, the founder of Circuit Factory apparently sacked his marketing team after the company spurred outraged by using images of a notorious Nazi concentration camp in advertising campaign.

The Circuit Factory was blasted by users on social media sites Twitter and Facebook after posting an image of the Auschwitz death camp with the slogan; 'Kiss your calories goodbye'.

Still imagery for the 'Bent: Getting Our Priority Straight' campaign remains on the Circuit Factory website at http://www.circuitfactory.ae/