SlimFast.
Let's Bikini.

Slim-Fast wanted to get British women to consider dieting for the summer. Clearly, this is a touchy subject in all respects. If we weren't sensitive, we'd get in trouble. So we got a bunch of foreign women to be insensitive instead.

Teaser ads ran in national tabloid press and posters, causing controversy with some good old trash talk from the beach competition.

(...and some guest-star art direction from Steve Dunn).
 

At the height of public condemnation of this rudeness from 'the continent', we announced what to do about it: we’ll fight them on the beaches.