These advertisements are for the international chain of fitness centers World Class Gym, of which there are currently two in Prague. The company’s founder, Ulf Bengtsson, is proud that the image “creates attention.”
“If you take care of your booty, you’re strong,” he explains. The poster and the “Booty Mania” classes it advertises are “not about sex,” but rather, “survival of the species” and our health. Care of one’s booty equates to care of one’s body.
“We need this to stick out,” he says, emphasizing the marketing campaign as a tool of mass communication. “It’s about getting healthy” and “introducing the word [booty] to the Czechs.”