Israel’s Most Sexist
Ynet reports:
The television spot for Fairy dishwashing liquid was chosen by the Women’s International Zionist`s Organization as the most sexist advertisement in 2009.
The spot depicts a family sitting down to eat a meal together. At the end of the meal, the hostess’s daughter-in-law refuses to wash the dishes. However, chef Israel Aharoni and comedian Gavri Banai succeed in convincing her to do her duty and all ends well.
The ad was made by Adler, Chomsky, & Warshavsky for Proctor & Gamble, the company that manufactures Fairy. The spot was a awarded the dubious title as part of WIZO’s annual campaign against sexist advertising in honor of International Women’s Day, which takes place on March 8.
The four advertisements ranked most offensive towards women in 2009 after the Fairy spot were for Axe deodorant’s “No one says no to chocolate” in which women are shown fawning over a man because he smells like chocolate; Goldstar beer’s “I’m alone” in which men mock a female soccer player; “Stop pestering – Postinor is here” for the day-after pill which stars the blond women from The Amazing Race; and “Going the distance” for Do It Kitchens win which a woman is seen lying on a kitchen countertop.
The panel of judges was made up of experts from various fields. They chose out of 10 finalist advertisements.
WIZO awarded this annual dishonorable distinction for the first time last year to the Mei Eden commercial in which model Bar Refaeli is seen sensually crawling along the kitchen counter in an attempt to seduce a man with a glass of water.
Now, for your sexist viewing (dis)pleasure, I present some of the “winners, which are all in Hebrew without translation, yet completely understandable. I guess language poses no barrier for sexism.
Fairy Dishwashing Liquid (incidentally, a name that would never fly in Australia)
Goldstar Beer
Postinor
Update: Last year’s top five.
Update: Still on the subject, I guess this billboard ad (found here) falls more under the distasteful category.
About the Author
An Australian immigrant to Israel, Aussie Dave has been blogging since early 2003.Filed Under: General
[...] 5:30PM: On International Women’s Day, I now present to you Israel’s most sexist ads. [...]
Here in the U.S., organized feminists usually construe International Women's Day to mean International Lesbian Day.
In Romania, every woman had flowers on her desk, coutesy of their male colleagues. Here is seems to be another ad gimmick, like the TWO "Days of love" (Valantine's, and Tu B'av, l'havdil). I explained to everyone that it is ignored in the U.S. because they don't like the UN.
Is this pill an abortifactant? If so, I would say that any sexism rather pales in comparision.
OK, I saw the postinor commercial. I think it is extremely sick, but I don’t see what is sexist about it.
Unless the feminists have actually learned that “sexual liberation” just cheapens women.
You all have that youthfull glow. It must be that Israellycool. You're soaking in it!
Dave,____That's not a billboard. That's the sign on the establishment located about two blocks from the Kotel. I noticed it on my trip in January.