Hope’s commercial causes polemic in Brazil - Brazilian News
 
 

Hope’s commercial causes polemic in Brazil

Some consumers and the Brazilian government department for policies for women (SPM) showed the revolt against the new lingerie commercial starring by Gisele Bundchen.

by Treicyanne Mendonça and Júlia Barros
Friday 2nd December 2011

  On September 20th the lingerie’s brand Hope released their new commercial on the Brazilian television channels called “Hope teaches”. In the ad, the supermodel Gisele Bundchen appears wearing normal clothes and telling bad news to her partner such as “I hit the car” and “My mother is coming to live with us”. In each story told by Gisele, Hope makes a comment saying that the way she tells is wrong. Then she appears with a small lingerie from Hope brand telling the same bad news. In this case, hope teaches this is the right way to tell the bad news. The commercial basically says that Brazilian women should use their natural beauty and sensuality to obtain advantages and apologize from their partners.

  The ad seemed to have been rejected by some consumers, and the National Council for Advertising received some complains about the “offensive and sexist content of the commercial”. The department for policies for women sent a document to Hope’s chairman, Sylvio Korytowski, showing their repudiation for the campaign.

  In note, Hope brand said that the commercial did not have the objective to seem sexist. The main idea of the ad was “Showing, in a fun way, that the world-renowned natural beauty of Brazilian women can be an effective weapon when you are telling bad news.”

  Hope also said that to hit the car and to max the credit card are situations that can happen to anyone, regardless of gender.

  Whether the commercial will be banned, we do not know, but there is a question that still remains: does this commercial cause so much harm as they are saying?




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