A series of new racy commercials by supermodel and Victoria's Secret Angel Gisele Bündchen for her latest Hope lingerie line has been deemed offensive and sexist by government officials in Brazil.
The new campaign suggests Brazilian women can repair any major damage in life by simply wearing their underwear. It urges them to use the suggestive lingerie and their own charms to control their husbands.
However, officials in the country have strongly rebuked the campaign, saying it sends the wrong message: that a woman is only an object of sexual desire for her husband. They believe it ignores all the major advancements they have tried to achieve in deconstructing sexist practices and thinking.
However, the lingerie company disagrees on this point, saying the advertising campaign is intended to be nothing but humorous.
Gisele can testify that all of the situations shown in the campaign are jokes about daily life [and] in no way should they be taken as being depreciative of the feminine figure. It would be absurd for us, who make a living off the preferences of women, to do anything to devalue our main consumer, Sandra Chayo, company director, told The Guardian of London.
Check out the campaign featuring Gisele below: