CONTROVERSIAL LINGERIE ADVERTISING CAMPAIGN FEATURING GISELE BÜNDCHEN: FOUND NOT OFFENSIVE BY BRAZILIAN CONAR
Authors: Valdir Rocha, Mauricio Maleck & Laura Marques, Veirano Advogados
A controversial advertising campaign involving Hope, a lingerie manufacturer, and the Brazilian supermodel, Gisele Bündchen, recently caused a lot of buzz in Brazil. The campaign includes several TV spots featuring the model trying to appease her husband after a series of marital blunders, like crashing his car or exceeding his credit card limits.
Clips showing the model making the confessions while fully clothed are followed by the Portuguese word for "wrong", while clips in which she charmingly delivers the bad news while dressed in sensual underwear and high heels are followed by the Brazilian word for "right". Then, a voiceover adds: "You are Brazilian, use your charm".
Officials from Women's Federal Secretariat brought Claim 225/11 before the Brazilian Advertising Self-Regulation Council ("CONAR"), hoping the advertisement be banned from TV, alleging it promotes the misguided stereotype of a woman as a sexual object and ignores the major advances women have achieved in deconstructing sexist practices and thinking.
On October 13th, 2011, CONAR found that "stereotypes present in the campaign are common to the society and easily identified by it, not downgrading the feminine figure".