A French advert designed to promote the importance of gender equality and women in the workplace backfired massively by completely missing the point and actually managing to be sexist.
Now, that’s some achievement really!
The 40-second short film aimed to point out the large number of female presenters at public broadcaster France 3. However, the filmmakers decided that the best way to do this was to show a deserted house and kitchen in complete disarray because there are no women present.
We swear we’re not making this up.
The advert received widespread criticism when it was previewed on Twitter, not only from feminists and commentators on social media but, basically, by everyone with eyes and a brain in their head.
To summarise this absolute shambles – the food is on fire in the oven, a child’s room is untidy, a man’s shirt is in a state because the iron’s been left on it, the bathroom is dirty and the dog isn’t happy as it waits to be walked.
“Where are the women?” asks the advert. Why they’re all on a TV news channel, working. Can you imagine?
La majorité de nos présentateurs sont des présentatrices !https://t.co/iXTEwFNWlhAdvertisement
— France 3 (@France3tv) October 2, 2015
France 3 intended to use the advert to boast about its large pool of female talent but, oddly enough, the film’s central message that only women can keep the house in order and everything falls apart otherwise (presumably while a confused bloke sobs in a corner somewhere) was met with scorn and derision on social media.
The French women’s minister, Pascale Boistard, tweeted that the advert did not seem to be “a good way to highlight professional equality” among presenters in TV.
— Pascale Boistard (@Pascaleboistard) October 5, 2015
In response, the new head of France 3, Delphine Ernotte, the first woman to hold the role, immediately ordered the film to be pulled.
Well, better luck next time France 3…