It might've been said before, as this 'ad campaign' seems to be popular among many, but I think there is something quite interesting when comparing the US version to the Japanese one.
I'm not sure what it means, other than our standards of beauty are different, but it's interesting nonetheless.
And on the aside, labeling this "real beauty" might make those who are obese feel that they are closer to "real beauty," but it in doing so it makes people who are genetically (or by choice) skinny feel that they are farther from "real beauty."
No matter which way you go, you're going to be 'discriminating' against the group who isn't portrayed. The question then becomes who you are more interested in not discriminating against.