News Americas, RIO DE JANEIRO, Brazil, Fri. Sept. 30, 2011: An underwear ad featuring Brazilian supermodel Gisele Bundchen has been banned in her homeland by Brazil’s Ministry For Women.
The ministry suspended the ad, saying “reinforces the erroneous stereotyping of women as sex objects.”
The advertisement “ignores the progress made in ending sexist practices” and it also represents discrimination against women, the ministry said in a statement.
In the ad, a scantily-clad Ms Bundchen distracts her husband while telling him bad news, such as damaging the car.
The TV campaign sends a message “that sensuality can melt any man” and “encourages Brazilian women to use their charms… to minimize the reactions of their husbands,” the ministry added.
But the Lingerie company, Hope, said in a statement its advertisement had a “clear and well-defined goal to show, with good humor, that the natural sensuality of Brazilian women, which is known worldwide, can be an effective weapon when giving bad news.”
