Gisele Bundchen lingerie ad slammed for being ‘sexist rather than sexy’

New York: A recent lingerie ad has been slammed for being sexist and reinforcing stereotypes of women as sex objects.

The advertisement for Hope lingerie shows Brazilain model Gisele Bundchen clad in a sexy underwear telling an unseen husband that she crashed their car, exceeded her credit card limit and even invited his mother to stay with them, which is teamed with a voiceover telling consumers “You’re a Brazilin women – use your charm”.

The lingerie company has said that the point of the ad was to show “Brazilian woman’s sensuality is her best protection when delivering bad news”.

The Women’s Rights Secretariat in Brazil has asked the National Advertising Council to suspend the ad, which according to them is sexist rather than sexy.

“The campaign promotes the misguided stereotype of a woman as a sexual object of her husband and ignores the major advances we have achieved in deconstructing sexist practices and thinking,” the New York Daily News quoted the secretariat as saying.


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