• Advertising Age, Thursday, August 5, 2010 10:25 AM

Rich Thomaselli says that comments and reasoned commentary about a rework of the 2005 "My Butt Is Big" campaign for Nikewomen.com are flying fast and furious around the Internet. The new ad has [almost] the exact same copy as the original one but swaps out the picture for an image of an "ethnically ambiguous woman."

Only problem is, it's not a Nike ad.

The one variation in the new copy is the misspelling of "ambassador" as "embassador." Thomaselli spotted that, called agency Wieden & Kennedy, and quickly got to the bottom of the story.

"Maybe [the bloggers, etc.] should have been discussing Nike's real ads -- and the targets of said ad," he writes. "'This shoe works if you do,' reads the ad, basically suggesting that butt-toning shoes from competitors Reebok and Skechers are more quackery than a valid replacement for old-fashioned, hard-core training."

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