It’s not motivating, it’s affirming.
See, women don’t work out to be in shape, most of the time. They do it as an exercise in personal branding. They want you to look at them and think “wow, she’s a slim, attractive, high-class fit girl!!! She works out and goes to cool trendy gym classes with other sexy people!”
Portraying obese she-boons like this tells them that they too can have all the cachet of being a fit hottie at the gym, without any of the effort. They imagine the guys they wanna bang looking at these ads and internalizing that school of thought, like we’ll look at their obese front-ass and think “wow, she looks just like a nike model! NICE!!!!”.
Of course, men do not, (save for very abysmally programmed guys). We just look and think “ew”
RT: https://poa.st/objects/c8015850-5b2c-429c-a79b-e873a9df02e1