According to The Guardian, "The campaign includes several TV spots, one of which features a scantily-clad Bündchen, trying to appease her husband after committing a series of marital blunders: crashing his car, maxing his credit card and, worst of all, inviting his mother-in-law to stay."
The ad's voiceover then implorers viewers to seduce their husbands, saying, "You're a Brazilian woman – use your charm."
The women's secretariat in Brazil have demanded it be pulled from television.
"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 secretariat said in a statement.
Officials have reportedly received at least six complaints from outraged viewers since September 20th. The secretariat statement said the ad infringes on two articles of the Brazilian constitution.
"Gisele can testify that all of the situations shown in the campaign are jokes about daily life … in no way should they be taken as being depreciative of the feminine figure," shot back Sandra Chayo, Hope's company director. "It would be absurd for us, who make a living off the preferences of women, to do anything to devalue our main consumer."
[Guyism]
