In the ad for the 13-mile Hiranandani Powai Run set to take place on Jan. 7 in Mumbai, India, Pataky, the wife of Thor actor Chris Hemsworth, doesn’t exactly look sporty: She’s not running, wearing gym clothes or sneakers, or even standing — instead, the Spanish model, who clearly is unprepared for running the race she’s promoting, is lying down wearing a white tank top, denim shorts, and colorful lace-up sandals. Pataky’s pose is high fashion but her smile screams toothpaste ad.
The ad was first spotted by local comedian Rahul Subramanian, who on Tuesday tweeted the following:
Boss: So we need to promote the Powai run. Any ideas?
He: How about we use a supermodel on the poster?
Boss: Not an athlete?
He: No.. A female supermodel
Boss: Okk.. We will show her running right?
He: N0o.. Even better. Lying on the floor & smiling
Boss: Great. Let's do it pic.twitter.com/Xw8V968Ric
— Rahul Subramanian (@RahulSubramanic) January 2, 2018
Subramanian’s tweet was liked more than 1,000 times and shared more than 600 times by people who offered their own theories for the creative direction.
Probably a stock photo
— Salonee Sanghvi (@QuirkyLogic) January 4, 2018
Maybe everyone have to run towards her.
— Amey Deshpande (@ameydeshpande94) January 2, 2018
One should never hire this ad management team. They are not fit to be in this industry.
— Jacob B (@Jacobji) January 3, 2018
Those running sandals
— LolaWilma (@lolawilma) January 3, 2018
Because that's what we'd rather be doing at home instead of going to the Powai run.
— Scarlett Singh (@stickerless) January 3, 2018
Shoe brand? I don't see that too.. this ad is like a poster for some Hollywood flick
— Rjaey (@Rjaey3) January 5, 2018
Boss: shoes ?
Emp: never mind
Boss: is this right position for poster of running?
Emp: we are thinking out of box
— jagdish jojawar (@jagdishjojawar) January 3, 2018
Worst promotion ever!!!
— Anurag Biswanath (@raglfc) January 2, 2018
On Wednesday, Subramanian provided some clarity.
Apparently Gioseppo shoes are the sponsors for the event and so this poster…. Ahemm.. Look out for the very conspicuous, not hard to miss logo pic.twitter.com/ei4KTGNN1k
— Rahul Subramanian (@RahulSubramanic) January 3, 2018
Here’s the 2016 Gioseppo ad in question.
— Elsa Pataky (@ElsaPataky_) March 4, 2016
Mystery solved! In August, the Daily Mail reported that the 41-year-old mother of three is collaborating on a new clothing line with Gioseppo called Pataky. Might we suggest designer running sneakers?
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