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Brazil in bid to ban Gisele lingerie ad


Brazil's Ministry of Women has hit out at a lingerie TV commercial starring supermodel Gisele Bündchen.

The organisation has called on advertising standards to suspend the ad (seen below), on the grounds that it "encourages Brazilian women to use their charms... to minimise the reactions of their husbands."

The commercial, by Brazil's Hope lingerie brand, sees Gisele clad in underwear as she gently breaks the news that she has crashed her husband's car - again.

The ministry claims it "reinforces the erroneous stereotyping of women as sex objects."

In a statement, it accused the commercial of sending a message that "that sensuality can melt any man."

Hitting back, lingerie firm Hope said the advert showed "with good humour, that the natural sensuality of Brazilian women, which is known worldwide, can be an effective weapon when giving bad news."

"It would be absurd if we, who make a living from the preferences of women, took any stance that devalued our customers," it added.

Watch the ad and decide for yourself whether it is offensive below...



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