Tim Nolan over at BBH Labs, discussed this week how despite brands wanting to be more human, they seldom are mean or call bluff on consumers because “the customer is always right” cliché. From trolling or just plain dumbness, i’ve witnessed my share of idiocy directed at brands by consumers, and you just want to send them to that place.

But sometimes, brands have the courage to do something brave. Kudos to Bodyform for having the courage to answer back.