WE sweden are in trouble for the way they advertise their underwear. While the men's packaging shows a overweight hairy man, the woman's packaging shows a girl's bottom still red after being freshly spanked.
So far six eloquent complaints have been filed with ERK (ethical advisory board in advertising) prompting the company to remove the spanked image. Greger Hagelin, CEO for WE, defends the image with "we're a skater brand, the idea was that the girl might have fallen off a skateboard."
wanna see images? well then, read more.
The ad and image for packaging of womens underwear. Note the red part is shaped very much like a hand. Or am I dreaming?
The ad and image for packaging of mens underwear.
Aftonbladet in Sweden asked Greger Hagelin why the images for mens and womens underwear are so different, to which he responded:
"We wanted to do something different that caught peoples eye, we wanted to do something similar with the girls, but unfortunately no rounder models were interested."
He also says: "We have decided not to use these ads any more, and next week we'll recall the packaging that carries this image".
WE also has another packaging image for girls underwear depicting a girl with her hand inside her panties - polishing the pearl - WE has no plans on pulling that packaging yet.
WE also has "activists" that represent their brand. One of their big names is Jason Lee of Chasing Amy/Dogma/Vanilla Sky Hollywood and skater fame. We've not been able to call Jason and ask what he thinks of the ads. ;)
ps - We International (Sweden that is) should not be confused with We Europe (origin Holland) - formely known as "Hij" (him) and "Zij" (her) - despite both clothing companies being named WE in 1999.