Even fat women and ugly men can be the models in advertising. After years of sexy bodies and beautiful faces, eventually "normal" people starts starring in ads, ending the age of perfection in advertising.
Business Week points out that just like it's happening with reality Tv, advertising tries to get real, to help consumers identify with real stories and therefore perceive products as real also. Dove, Eileen Fisher and now also Nike are among the brands following this new trend. As the article points out, reality ads might not change mass perceptions of beauty, we can expect the trend to continue as they fuel sales and draw connections with people who see the ads.