SEXIST? Gisele Bundchen's lingerie ad in controversy | entertainment | Hindustan Times
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SEXIST? Gisele Bundchen's lingerie ad in controversy

entertainment Updated: Oct 02, 2011 13:39 IST

PTI
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Supermodel Gisele Bundchen's lingerie ad has become the subject of controversy and is under Brazilian government officials' scanner.



The 31-year-old has starred in a series of TV ads for lingerie company Hope, and in one, she strips down to her skimpy underwear before telling her husband a bad news that she crashed his car again, reported Aceshowbiz.



Gisele

Government officials from the women's secretariat in Brazil responded by branding the ad as "sexist" and demanding for it to be banned.



"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," Officials said in a statement.



"The model, Gisele Bundchen, encourages Brazilian women to use their 'charm' to lessen possible reactions from their partners. The ad contains discriminatory content against women," the statement further read.



Hope has since hit back with a statement that the ad was never intended to come across as sexist.



"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."



"It would be absurd for us, who make a living off the preferences of women, to do anything to devalue our main consumer. The ad had a clear and well-defined goal to show, with good humour, that the natural sensuality of Brazilian women, which is known worldwide, can be an effective weapon when giving bad news," said lingerie company's director, Sandra Chayo.