(Filed Under retail Lingerie News). A series of Brazilian television ads for lingerie brand Hope, featuring brand supermodel Gisele Bündchen, came under fire for their sexist message.
In the series of commercials, titled "Hope Teaches," Bündchen breaks bad news — that she crashed the car or reached the credit card limit — while fully clothed. In the next scene, she delivers the same message to her offscreen beau while wearing only Hope lingerie, which the commercial deems to be the "correct" way to pass along upsetting information.
After registering thousands of complaints from viewers, a department of the Brazilian government investigated the ads and released a statement saying the ads "reinforce stereotypes of women as sex objects" and that a federal complaint has been registered with Brazil’s National Advertising Council. The council has been asked to suspend the ad series.
A release from Hope Lingerie stated that the ads’ intent was to show that "a Brazilian woman’s sensuality is her best protection when delivering bad news."
Check out the ads here:
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