WE Sweden are in trouble for the way they advertise their underwear. While the men's packaging shows an 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 (the 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."
The ad and image for packaging of women's underwear. Note the red part is shaped very much like a hand. Or am I dreaming?
Aftonbladet in Sweden asked Greger Hagelin why the images for men and women's underwear are so different, to which he responded:
"We wanted to do something different that caught people's 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 have another packaging image for girls underwear depicting a girl with her hand inside her panties - polishing the pearl - WE have no plans on pulling that particular 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) - formerly known as "Hij" (him) and "Zij" (her) - despite both clothing companies being named WE in 1999.