In one of the least feminist countries in the world, Brazil, the people were up in arms over Giselle Bundchen’s ad for Hope underwear; which featured the model in her knickers telling her husband bad news such as that she crashed the car, and went over her credit limit. The ad tells women to “use their charm” to get what they want;
The Special Secretariat on Policies for Women (SPM) complained formally about the ad, stating that it perpetuated sexist attitudes and “ignores the great advancements” that woman have made in breaking down these negative attitudes and stereotypes, and after large media attention (potentially exacerbated by Bundchen’s involvement) and increasing complaints, the Brazilian Advertising Self-Regulation Board opened an investigation, yet ultimately dismissed the case stating that “ the stereotypes present in the campaign are common in society and easily identifiable, and don’t belittle the feminine condition”.
Effectively, the board has stated that because the sexist nature of the ad matches the sexist state of society in Brazil, it is acceptable. The review had the potential to challenge the state of society in Brazil, and to deem it unacceptable to standards of equality, but instead the ruling only affirmed that gender stereotypes are ok.
The SPM declined to challenge the Board’s decision, stating that the very fact they took on the case at all was a progressive move. The ongoing controversy that has surprisingly caught the world’s attention, has ended somewhat anticlimactically and without the result many were hoping for.
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