Gisele Bündchen’s TV lingerie ads branded “sexist”

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

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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.

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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”.

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Bündchen has yet to comment on the furore.