A third displayed . . . What?
The advertisement, released in March throughout Brazil, snagged a Bronze Lion at the Cannes Lions International Festival of Creativity, an annual celebration of media and marketing. An international panel of judges select the winners. Per the festival’s website:
“Once a year, the industry’s most curious, capable, ingenious minds are assembled to pore over innovative, inspiring communications from around the world and award the most coveted creative prize there is.”
Others expressed similar disgust on Twitter:
“The Ethical Adman: #canneslions bronze winner for Bayer makes fun of consent”
In May, the brutal gang-rape of a Brazilian teenager grabbed international headlines after assailants video-recorded the assault and posted the graphic footage to social media. Many similar incidents have happened in the United States. It speaks to broader views on sex and rape, Gallop said. The poster appeared to make light of surreptitiously recording intimacy. That’s a sex crime with lasting psychological effects on victims.
The fact that “ingenious minds” lauded the work is troubling, she said. “It’s a detrimental force when you think how powerful ad is in popular culture.”
It also reflects the lack of gender diversity in advertising, Gallop said: The vast majority of creative directors in the United States, for example, are men. Bayer’s board of management, meanwhile, has six men and one woman.