Anna Carpen
Jul 7, 2016

Why did this atrocious Bayer ad win at Cannes?

This aspirin ad screamed past sexism and landed slap-bang in the middle of rape culture, so why didn't someone stop it from winning a Lion?

Sex sold. It’s sold for years. Crispin Porter built nearly an entire agency movement on what was misogynistic frat humor. But that was 10 years ago. That was 50 years ago. This is now. And there’s a growing body of evidence that shows sexy and sexist are all too frequent bedfellows.

Ads like the one you see here for Bayer aspirin are not only a turn off, but a threat and an insult to...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
cs@haymarket.asia
or call+852 2122 5227

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5227
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
GroupM makes CEO change in South Asia
Premium
14 hours ago

GroupM makes CEO change in South Asia

Prasanth Kumar to take over as Sam Singh departs to join ByteDance.

Premium
D&AD shortlist has 269 APAC hopefuls
Premium
18 hours ago

D&AD shortlist has 269 APAC hopefuls

Japan leads APAC markets with 64 shortlisted entries, followed closely by Australia with 61.

Premium
Melbourne launches VR ‘journeys’ to upgrade site visits
Premium
21 hours ago

Melbourne launches VR ‘journeys’ to upgrade site visits

International associations and PCOs can plan their upcoming conferences using 360 videos.

Premium
Come on brands, throw your weight around
Premium
21 hours ago

Come on brands, throw your weight around

Cathay Pacific's rejected same-sex ad shows that promoting inclusivity and equality is not just about statements and policies. Or ads. Sometimes it's about pushing those who need a push.