Gisele Bündchen kills feminism dead with two lingerie ads.
(via) Update, 9/28: the Brazilian government wants the spots banned.
Two new :15 commercials for Hope lingerie use two of the most insulting cliches about women as punchlines: They can't drive (above), and they can't control their spending (below). Spots were created by two time-traveling Brazilian creatives from the 1960s, I presume. Ad agency: Giovanni+Draftfcb, São Paulo, Brazil. Previously: Man would rather watch TV than fuck Gisele Bündchen.
posted by copyranter @ 9:30 AM
16 Comments:
Source? I believe in Adv.
..was adding it as you sent your comment.
One of my readers pointed out that there's a mother-in-law one too: http://workthatmatters.blogspot.com/2011/09/gisele-bundchen-presents-brazilian.html
100% agree.
The brazilian humor is quite irreverent.
I`m Brazilian woman and I`m not offended by this ad.
I am Brazilian as well and I do not feel offended too. you are right. it is quite irreverent. but the point is: if you have GISELE on your ad this is the best you can do as creative? as consumer, I am tired of this kind of ad for women.
I'm brazilian, I like Gisele but I hate the ads. They made me uncomfortable, as if a woman's body would be an excuse for reckless driving or shopping. I also felt insulted, as a woman, as the ads suggest women drive and shop like nuts.
Brazilian advertising may be irreverent, but what we're seeing is plain prejudice wrapped up as a catchy creative solution.
Feminism is when you get your period, right?
Could Supermodel Gisele Bundchen Be On Track To Becoming a Billionaire?
http://www.forbes.com/sites/andersonantunes/2011/06/01/could-supermodel-gisele-bundchen-be-on-track-to-becoming-a-billionaire/
I would lose all respect for and interest in a female who did this.
hi mark. not sure if you have already seen this but Brazilian Government wants to ban that ad you commented here gisele+hope lingerie. here you have this but it's in portuguese. about 6 people complained formally about this.
http://g1.globo.com/economia/noticia/2011/09/spm-pede-suspensao-de-propaganda-de-lingerie-com-gisele-bundchen.html
Thanks for the update.
I'm Brazilian, I'm a girl and I don't feel offended by this ad.
It's quite clear they wanted to make fun of the idea that you can get away with it if you tell bad news to your husband wearing lingerie rather than any other outfit. Then they took two cliches of what can make men mad: hit their car and spend their money. Sexist? Maybe. Offensive? Not at all, if you are not puritan and have sense of humour. And definitely puritanism is not part of the Brazilian culture.
Here's the BBC article from Sagittarius' update:
http://www.bbc.co.uk/news/world-latin-america-15105424
cool, vivren, I'm going to share this one as well. thanks. x
gisele ad -> dislike. hope lingerie -> like. if you buy this, it doens't mean you agree with their 'creative' approach. complex.
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