An ad spotted on Watch Human Capital Onlinethe ski fields in Australia has caused outrage by implying that, by virtue of possessing a uterus, a woman must be a worse skier than her partner.
The regrettable ad for car manufacturer Toyota was spotted by Sydney woman Romy Krassenstein who was skiing in Thedbo, News.com.aureported. For some inexplicable reason, it ranks kids, mum and dad by the difficulty of ski runs.
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WTF???? I've got SIA blaring UNSTOPPABLE through my heaDphones as I slay this black run... In 2016 who on earth advertises such sexist shit really? Mom blue runs. Dad black runs????? I DONT THINK SO!! @nataliecgoldman help me out with this one sister coz this ain't funny!!!! @thredbo @Toyota please explain??? #thredbo #Toyota #sexist #kosherlife #loveskiing #hatesexisim #bondi #love #ski #fun #nosourdough #kitchensclosed @sia
For those unfamiliar, a green run is often reserved for a beginner, a blue run indicates it would be appropriate for a moderately skilled skier, and black diamond runs are reserved for straight up lunatics who like the idea of speeding toward possible doom. Something, incidentally, plenty of women like to do.
"My 14-year-old said to me, 'Mum, you are going to flip when you see this,' and I did, I was gobsmacked," Krassenstein told the publication. "It's just like come on, be more creative. Did Toyota really spend $100,000 on that campaign to offend women? Like seriously, haven't we moved past this?"
The campaign was not intended to cause offence, a Toyota spokesperson told Mashable Australia. "Our marketing campaign focused on the Kluger having something for everyone in the family," the spokesperson said.
A new campaign will be rolled out on the slopes within the next two weeks.
Since Krassenstein posted the image on Instagram, the picture has attracted some deserved outrage on social media. Reactions have ranged from your text book "how is this still a thing" eye-rolls to invitations for Toyota to witness some fearless female skiing.
Seriously @Toyota_Aus? What a joke! Women ski blacks and we're damn good at it, too! https://t.co/Hr0OWbRKTP via @MailOnline
— Jennifer Ennion (@jenniferennion) July 11, 2016
@NatalieGoldman @Toyota_Aus I fixed it for you and all the black diamond girls #skilikeagirl #blackdiamondchick pic.twitter.com/QRuzaOhRRJ
— Laura Grundy (@lauragrundy) July 10, 2016
Hey @Toyota_Aus advertisers, take me skiing any time guys. Try to keep up. https://t.co/aHHDoPkexc pic.twitter.com/Fd03UP0zT6
— Fleta Page (@FletaTheTweeter) July 11, 2016
Perhaps someone in the ad department binged a little too hard on Mad Men.
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