Monday, February 08, 2010


(click ads, via) Brazilian internet service provider iG (Internet Group) has revamped their women's website, Delas. To promote it, their São Paulo ad agency Lew'Lara TBWA created these Alberta Einstein, Charlene Chaplin, Ghandina, and She Guevara poster ads. I guess they're somewhat empowering, in an insulting, backhanded, male-focused way. The writer and art director on the campaign: both men. From the press notes: "The channel is one of the main websites of Brazil focused on the female public. The print campaign brings great male historic characters such as Che Guevara and Albert Einstein as women, suggesting that they could pretty much have been female characters."
Pretty much. Previously in marketing to women.


Blogger Slip said...

Because there are no significant women in history.

4:32 PM  
Blogger Mitch said...

agree. Nice pics though!

8:37 PM  
Blogger vix said...

I guess that the journalist that wrote that comment musta been a man too.

7:21 AM  
Blogger Nomad said...

Isn't this more about subverting iconic images? I was appalled that the film "The Watchmen" managed to hijack the iconic photograph of the celebration kiss in Times Square at the end of WWII and make it into some kind of lesbian thing.

6:26 AM  
Blogger Harshita S said...

you want iconic women?
Scientist:Madam Curie
Revolutionary: Joan of Arc
comedian : Sarah Silverman.. to name a few

12:48 AM  

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