LG Canada accused of sexism for washing machine ads
Many people found the images in the ad campaign overly stereotypical
LG Canada has been accused of sexism afterpushing an ad campaign for a new washing machineon social mediathat features women doing things likegoing to the spa, getting their hair done, and baking.
The advertisements at the centre of the accusations were for the company's washing machine that allows two loads to be done at once. They have appeared on Facebook and Twitter since at least late March.
LG wanted to promote that the users could save time, but the activities and peoplein the adsattracted more attention than the capabilities of the machine.
Tackle darks at the same time youre washing whites with the LG Twin Wash. #LGTwinWashTime: https://t.co/eOvAAkHqeX pic.twitter.com/cziGNmCp5p
—@LGCanada
LG took down the majority of their posts containing the ads and issued an apology.
A message from LG Canada #LGTwinWashTime. pic.twitter.com/pKAAJ4j2GA
—@LGCanada
Twitter users suggested the ads were sexist since laundry is not solely done by women and the depictions of females in the advertising capmaign were stereotypical.
@LGCanada's new #LGTwinWashTime campaign is disgusting. THIS is what you think defines being a woman, LG? pic.twitter.com/YqjxRCZ5o6
—@CCaughell
With all the time #LGTwinWashTime saves me I have way more time to plan outdated and sexist marketing campaigns!
—@HogansBeard
People wondered if they were in a 1950's time warp.
Behind the scenes photo of @LGCanada boardroom meeting #LGTwinWashTime pic.twitter.com/cPryWBQehs
—@RegularJoeYYC
Woke up & discovered that on #EqualPayDay of all days we appear to have slipped back into the 1950s. #LGTwinWashTime https://t.co/Ul95fl3XHN
—@tachyondecay
Some questioned whyall the models in the ads appear to be caucasian.
Also, look at all this #diversity! Oh wait... Oh. Well that's embarrassing too, @LGCanada. #LGTwinWashTime pic.twitter.com/GHMXxHqQdq
—@CCaughell
Men noted that they also do laundry and that the images didn't reflect the share of housework in theirhomes.
@LGCanada I thought I was the only one that caught this..seeing that I do most of the laundry in the house. Think next time. #LGTwinWashTime
—@Wayne_DMan
Help @LGCanada, I have a penis and forgot how to laundry. Can you ask one of the ladies from the #LGTwinWashTime ads pic.twitter.com/kTuyg3I2uR
—@HogansBeard
Some people remained dissatisfied with the company's response, saying LG didn't appear to be taking accountability for the way women were depicted.
.@LGCanada sorry some of us perceived it incorrectly. Must just be that time of the month for us! Oops! #LGTwinWashTime #eyeroll
—@UpMommyCreek
Some think the concept of the ad was viable.
The basic premise of LG's campaign is that the laundry machine can save time, which if not applied stereotypically to women, could be appealing to some.A Twitter user quickly made these mock-ups that others quickly identified as better versions of the same premise.
Spent 10 min and fixed the #LGTwinWashTime ads. I wonder how much time was spent creating the originals? pic.twitter.com/RfVIeisEe1
—@HomeToHeather
Seriously. 10 min. Photoshop. Stock photos. What could we do with an entire agency at our disposal? #LGTwinWashTime pic.twitter.com/HSUsOZlMJi
—@HomeToHeather
LG's early ads weren't focused on women necessarily, and attracted little negative response.
LG Twin Wash empowers you to wash two loads of laundry at the same time. #LGTwinWashTime: https://t.co/eOvAAkpOQn pic.twitter.com/Rikkafviph
—@LGCanada
Meanwhile, the next question for discussion is what's going on with this vacuum cleaner box?
Meanwhile, on my vacuum cleaner box ... #LGTwinWashTime pic.twitter.com/qJ6sUa57Xi
—@jana_pruden