This week, a Brazilian advertising agency won top industry awards in Cannes, France for a Bayer campaign.
One promotion featured a balding man. The text directed 38 year olds with hair loss to take aspirin - and teenagers with the same issue to reach for extra strength pills.
Another showed a cardboard box. Movers should prepare with aspirin, the copy suggested. Those getting evicted, however, should opt for extra strength.
This one doesn't immediately make sense. Upon closer inspection, it seems to suggest: If someone records you having sex without your permission, take a really strong aspirin.
"Once a year, the industry's most curious, capable, ingenious minds are assembled to pore over innovative, inspiring communications from around the world and award the most coveted creative prize there is."
Cindy Gallop, former chairman and president of the global advertising firm Bartle Bogle Hegarty's U.S . arm, noticed the spot in Cannes, where she spoke on a panel about sex in the media .
Others expressed similar disgust on Twitter:
"The Ethical Adman: #canneslions bronze winner for Bayer makes fun of consent"
The fact that "ingenious minds" lauded the work is troubling, she said. "It's a detrimental force when you think how powerful ad is in popular culture."
It also reflects the lack of gender diversity in advertising, Gallop said: The vast majority of creative directors in the United States, for example, are men. Bayer's board of management, meanwhile, has six men and one woman.
© 2016 The Washington Post
(This story has not been edited by NDTV staff and is auto-generated from a syndicated feed.)
One promotion featured a balding man. The text directed 38 year olds with hair loss to take aspirin - and teenagers with the same issue to reach for extra strength pills.
Another showed a cardboard box. Movers should prepare with aspirin, the copy suggested. Those getting evicted, however, should opt for extra strength.
This one doesn't immediately make sense. Upon closer inspection, it seems to suggest: If someone records you having sex without your permission, take a really strong aspirin.
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"Once a year, the industry's most curious, capable, ingenious minds are assembled to pore over innovative, inspiring communications from around the world and award the most coveted creative prize there is."
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Cindy Gallop, former chairman and president of the global advertising firm Bartle Bogle Hegarty's U.S . arm, noticed the spot in Cannes, where she spoke on a panel about sex in the media .
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Others expressed similar disgust on Twitter:
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"The Ethical Adman: #canneslions bronze winner for Bayer makes fun of consent"
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The fact that "ingenious minds" lauded the work is troubling, she said. "It's a detrimental force when you think how powerful ad is in popular culture."
It also reflects the lack of gender diversity in advertising, Gallop said: The vast majority of creative directors in the United States, for example, are men. Bayer's board of management, meanwhile, has six men and one woman.
© 2016 The Washington Post
(This story has not been edited by NDTV staff and is auto-generated from a syndicated feed.)
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