Does Gisele Bundchen’s New Underwear Ad Go Too Far? (VIDEO)
Although we’re used to seeing the supermodel in little more than a bikini or her underwear, the advertisement has government officials in her native Brazil in an uproar. They have reportedly demanded that the spot be removed immediately.
At issue is the content of the video itself, not Gisele’s uncovered body. Hey, this is Brazil we’re talking about.
In the commercial, she apologizes to her man for crashing his car and maxing out his credit cards. She then appears in Hope lingerie, with a voice over saying, “You’re a Brazilian woman — use your charm.”
“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,” Brazil’s secretariat said in a statement excerpted at The Guardian. The statement also claims the ad contains “discriminatory content against women,” which goes against the Brazilian constitution.
Hope company director Sandra Chayo says everybody needs to lighten up a little, because it was meant to be funny.
“Gisele can testify that all of the situations shown in the campaign are jokes about daily life,” she said. “In no way should they be taken as being depreciative of the feminine figure. It would be absurd for us, who make a living off the preferences of women, to do anything to devalue our main consumer.”
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