Protein World is directly targeting individuals, aiming to make them feel physically inferior to the unrealistic* body image of the bronzed model, in order to sell their product. *for the majority of people to 'achieve': everyone has an individual body shape Perhaps not everyone's priority is having a 'beach body' (by the way, what is that?), and making somebody feel guilty for not prioritising it by questioning their personal choices is a step too far. A body's function is far more intricate and important than looking 'beach ready', so in fact it is Protein World who have confused their priorities, if anyone.  The question I would like to pose to whoever gave this advert the go-ahead would be: what is 'Beach Body Ready'? And who would not be?