IKEA is forced to pull 'sexist' advert in China https://t.co/SUfgFLoVlr pic.twitter.com/KCCLHbO4hu
— Will Corry (@slievemore) October 26, 2017
IKEA has pulled a television advert and issued an apology after it provoked anger in China for being insensitive to single women.The commercial by the Swedish furniture chain shows a daughter being scolded by her mother for not ‘bringing home a boyfriend’.
IKEA apologises after advert slammed for being insensitive to single women .. https://t.co/XjqKCBvAUQ ..retweet please
— Will Corry (@slievemore) October 26, 2017
Unmarried women in China have traditionally faced significant social pressure in a culture that places a high value on marriage and are often described as ‘leftover women’ . The 30-second advert opens with a daughter sitting down for a tense meal with her parents. When she addresses her mother as ‘mum’ she snaps back: “If you don’t bring home a boyfriend next time, then don’t call me mum!”
New White Paper : The world of marketing has changed. Has the CMO? https://t.co/3davujOjf9 pic.twitter.com/tlSYAsFOJf
— Will Corry (@slievemore) October 26, 2017