Gisele Bündchen’s TV lingerie ads branded “sexist”

Supermodel angers Brazilian government officials with a series of "stereotyped" commercials


Brazilian supermodel Gisele Bündchen’s latest project, an ad campaign for a range of lingerie, has outraged  politicians in her home country and led to calls for the commercials to be pulled off air.


The adverts for Brazilian fashion label Hope, have been derided as “sexist” and “stereotyped”, leading to the women’s secretariat of Brasilia to lobby for a ban.

In the ads, a scantily-clad Bündchen confessed to a catalogue of classic martial faux-pas: crashing her husband’s car, maxing out his credit card and inviting his mother-in-law to stay.

But she makes up for all these blunders by seducing hubby, wearing the company’s new range of undies, while a voiceover tells viewers: “Use your natural charm”.

“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,” said the secretariat in a statement.

But Sandra Chayo, Hope’s director, claimed that the ads were “never intended to come across as sexist”, claiming that the commercials are just “jokes about daily life”.


Bündchen has yet to comment on the furore.