Supermodel Gisele Bündchen’s racy lingerie commercial that encourages women to use their sexual charm to break bad news to their husbands or boyfriends, has Brazil in an uproar.
The supermodel is under fire in her for stripping down to an underwear and bra as she confesses to her onscreen husband that she had crashed his car, maxed out his credit card and invited her mom to stay with them.
To calm a furious husband, a voiceover suggests that female viewers should trot around in Hope lingerie’s underwear line, explaining, “You’re a Brazilian woman — use your charm.”
Although Brazil has always been known as a macho culture, the protest is coming from Brazil’s nascent feminist movement.
The government said it had received complaints from viewers who said the TV ad perpetuates the stereotype of women as sex objects who must use their bodies to appease men.
“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,” according to a statement.
“The model, Gisele Bündchen, encourages Brazilian women to use their ‘charm’ to lessen possible reactions from their partners,” it adds.
But as far as the lingerie company is concerned, the protesters can’t take a joke.
“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 responded in its own statement.
“It would be absurd for us, who make a living off the preferences of women, to do anything to devalue our main consumer.”
The lingerie campaign was created by Giovanni+Draftfcb, an advertising firm with offices in Rio de Janeiro and Sao Paulo.
Bündchen, 31, a Brazilian native and the highest-paid model in the world last year, is known for being outspoken in her opinions.
In February 2011, Gisele was criticized after making comments that implied that sunscreen was poisonous, ignoring the benefits it provides against skin cancer.
Gisele caused an uproar before that in August 2010 after declaring that breastfeeding should be a mandatory “worldwide law.”
“Some people here [in the US] think they don’t have to breastfeed, and I think “Are you going to give chemical food to your child when they are so little?” she declared.
The former Victoria’s Secret model later apologized for her remarks.
“Becoming a new mom has brought a lot of questions, I feel like I am in a constant search for answers on what might be the best for my child,” she said.