The Apothecary is again the subject of discussion in the National Council for Advertising Self-Regulation (Bonar). This time the commercial "Linda Ex", which was released in the final days of last year and deals with real stories of couples in divorce proceedings. The play, which has already surpassed the 5 million views on brand channel on YouTube, has been branded as either "macho" as "empowering" consumers.
After receiving three complaints, the agency that regulates Brazil's advertising said it filed a lawsuit on the case on Monday and expects to be judged in February. All complaints between consumers women and also men, call for the removal of air from the commercial for "reinforcing sexist stereotypes".
The Apothecary is the target of complaints by new commercialCommercial addresses real stories of couples in divorce proceedings, after aesthetic transformation of the former womenPhoto: Playback / Video
AlmapBBDO signed by the agency, the advertising piece wanted to focus on the transformation of the physical appearance of the women involved. All received an aesthetic treatment package to divorce signature eve, and the reaction of the men was captured by the cameras. Without exception, everyone was impressed in some way, even those who previously said they had lost interest in their former partner.
In social networks, users share opinions. The network profile on Facebook, some netizens disapprove the commercial. "I was shocked with such lack of sensitivity. A woman can be beautiful in her husband's eyes to be able to keep your marriage as man has to be able to win every day the same woman (...) It means that when we get old we are exchanged for an external beauty? "wrote one customer of the brand. "Wow, this unnecessary publicity on this issue. They could have done this to attract the look of their husbands as husbands before they were signing the papers (...)" asked another.
However, other clients of the company support the new advertising. "The Apothecary encouraging women to be and feel special, as are the truth (...)", praised a user. "Congratulations on your campaign! The idea of the Apothecary was to say that life does not end after the divorce, she continues. The brand raised the self-esteem of women, it showed how much they are beautiful, powerful and causing her husband think twice in divorce, "fumed another.
In a statement, the press office of the Apothecary reported that the company was not notified by Bonar. "The Apothecary clarifies that values beauty present in attitude, confidence and positive outlook on life. The purpose of the film" Beautiful Ex, "which opened on December 27, is to show how people become safer, confident and willing to awaken the very best in its essence when they feel beautiful. We believe that beauty is an incentive to start, turn and break new ground, even in the most difficult decisions of his life. "says passage of the bill.
NOTE: The Brazilian even seems to live in a country without any problems, we are in the worst crisis in our history and has people worried about a trade where the former husband is attracted again by the ex-wife?For the love right after the English people say we are a country of bananas and we want to get nervous.False morality, false ethics, all this to divert the focus of the cultural and economic tragedy that we are living.
LipeLundorf
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