SNL Hilariously Skewers Empowering Body Image Ads With ‘Chonk’ Clothing Spot

Apparel for your 'unique body'

Headshot of Kristina Monllos

About 30 seconds into Saturday Night Live's fake ad for Chonk—a clothing store that pitches its apparel as the key to your inner goddess—it dawns on the ad's stars, including Aidy Bryant, Leslie Jones and Sasheer Zamata, that this isn't what they signed up for.

Chonk doesn't seem to be pitching the empowering narrative they thought they'd be a part of. Nope. In fact, the narrator uses her soothing voice to get away with saying some pretty shitty things. 

"We're the only store that accepts your unique body," the narrator intones, making clear that the intent of the ad isn't actually to make these women love themselves and their bodies but instead to create a dependent relationship where they believe that Chonk is the only brand for them. 

The spoof is a delightful vehicle for the women of SNL (another sketch, Melanianade, was as well). Having the women transition from momentary shock to flat out anger at the narrator works well, and seeing Bryant, as writer Sara Benincasa noted on Twitter, mouth "fuck you" to the camera is a perfect way to cap it off. 


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@KristinaMonllos kristina.monllos@adweek.com Kristina Monllos is a senior editor for Adweek.