‘Sexist’ Skoda advert comes under fire in Ireland

Skoda Ireland tweets that it took cheeky approach because ‘finance offers are boring’

Car-maker Skoda has come under fire after running a “simply sexist” advert in Ireland.

Under the banner of their “simply clever” campaign, the company ran a full page advert in today’s Irish Independent which showed a groom weighing up his wedding day options – “A: Keep her; B: Give her back to Daddy or C: Trade her in for her younger sister.”

The advert was seized upon by shocked Twitter users, who variously described it as “cringe-inducing”, “hideous” and “simply sexist”.

Skoda Ireland tried to tackle the issue by posting a picture of the next planned advert – this time showing a bride in the foreground and faced with similar options.

But Twitter user Everyday Sexism (@EverydaySexism) told the company: “You realise this is still horribly sexist and doesn't 'make it better' right?”

One user was minded of another advert, appearing some years ago in Germany but also under the “simply clever” banner, which promoted two-zone air conditioning in Skoda cars with a picture of a woman’s breasts in a tight top – with one of her nipples erect.

Scroll down for other images from the Skoda campaign

In response to the pair of adverts, user Dublin Jo (‏@DublinJo) said: “A cheap laugh at the expense of women for the lads. Good job they don't want us buying their cars!”

Skoda UK issued an apology on Twitter, though they were quick to say that the advert did not appear in Britain.

“The ad currently running in Ireland wasn’t produced or run in the UK though we apologise for any offence caused,” it said.

The 'female take' on the advert The 'female take' on the advert

Damian O’Broin, the founder and director of marketing agency Ask Direct in Ireland, said: “So. Which brilliant creative agency came up with that stupid, sexist Skoda ad?”

Naomi O’Leary, an Irish news reporter who works for Reuters in Italy, wrote that the advert was saying: “Lads, wouldn't it be great if we could still acknowledge women are objects?”

And Joan O'Connell ‏joked: “I like my women like I like my car: property for purchase.”

An advert from the 'simply clever' campaign in Germany An advert from the 'simply clever' campaign in Germany

While Skoda UK was happy to say sorry, Skoda Ireland did no such thing. Their response to the furore: “Finance offers can be boring so we’re being firmly tongue-in-cheek to make it more engaging.”

They did not elaborate on whether the pun was intended.

Arts and Entertainment
'New Tricks' star Dennis Waterman is departing from the show after he completes filming on two more episodes
tvOnly remaining original cast-member to leave crime series
Frank Lampard and his non-celebration
premier leagueManchester City vs Chelsea match report from the Etihad Stadium
Esteban Cambiasso makes it 3-3
premier league
ebooksAn unforgettable anthology of contemporary reportage
Mario Balotelli celebrates his first Liverpool goal
premier leagueLiverpool striker expressed his opinion about the 5-3 thriller with Leicester - then this happened
people'I hated him during those times'
Britain's shadow chancellor Ed Balls (L) challenges reporter Rob Merrick for the ball during the Labour Party versus the media soccer match,
peopleReporter left bleeding after tackle from shadow Chancellor in annual political football match
Arts and Entertainment
Female fans want more explicit male sex in Game of Thrones, George R R Martin says
tvSpoiler warning: Star of George RR Martin's hit series says viewers have 'not seen the last' of him/her
Dame Vivienne Westwood has been raging pretty much all of her life
peopleMemoir extracts show iconic designer 'felt pressured' into going out with Sex Pistols manager
Life and Style
fashionAlexander Fury's Spring/Summer 2015 London Fashion Week roundup
Arts and Entertainment
Lauryn Hill performing at the O2 Brixton Academy last night
musicSinger was more than 90 minutes late on stage in Brixton show
Rumer was diagnosed with bipolarity, attention deficit hyperactivity disorder and post-traumatic stress disorder: 'I was convinced it was a misdiagnosis'
peopleHer debut album caused her post-traumatic stress - how will she cope as she releases her third record?
people''Women's rights is too often synonymous with man-hating'
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs General

Head of Marketing and Communications - London - up to £80,000

£70000 - £80000 per annum: Ashdown Group: Group Head of Marketing and Communic...

Nursery Nurse

Negotiable: Randstad Education Manchester: Level 3 Nursery Nurse required for ...

Nursery Nurse

Negotiable: Randstad Education Manchester: L3 Nursery Nurses urgently required...

SEN Teaching Assistant

Negotiable: Randstad Education Manchester: We have a number of schools based S...

Day In a Page

Scottish referendum: The Yes vote was the love that dared speak its name, but it was not to be

Despite the result, this is the end of the status quo

Boyd Tonkin on the fall-out from the Scottish referendum
Manolo Blahnik: The high priest of heels talks flats, Englishness, and why he loves Mary Beard

Manolo Blahnik: Flats, Englishness, and Mary Beard

The shoe designer who has been dubbed 'the patron saint of the stiletto'
The Beatles biographer reveals exclusive original manuscripts of some of the best pop songs ever written

Scrambled eggs and LSD

Behind The Beatles' lyrics - thanks to Hunter Davis's original manuscript copies
'Normcore' fashion: Blending in is the new standing out in latest catwalk non-trend

'Normcore': Blending in is the new standing out

Just when fashion was in grave danger of running out of trends, it only went and invented the non-trend. Rebecca Gonsalves investigates
Dance’s new leading ladies fight back: How female vocalists are now writing their own hits

New leading ladies of dance fight back

How female vocalists are now writing their own hits
Mystery of the Ground Zero wedding photo

A shot in the dark

Mystery of the wedding photo from Ground Zero
His life, the universe and everything

His life, the universe and everything

New biography sheds light on comic genius of Douglas Adams
Save us from small screen superheroes

Save us from small screen superheroes

Shows like Agents of S.H.I.E.L.D are little more than marketing tools
Reach for the skies

Reach for the skies

From pools to football pitches, rooftop living is looking up
These are the 12 best hotel spas in the UK

12 best hotel spas in the UK

Some hotels go all out on facilities; others stand out for the sheer quality of treatments
These Iranian-controlled Shia militias used to specialise in killing American soldiers. Now they are fighting Isis, backed up by US airstrikes

Widespread fear of Isis is producing strange bedfellows

Iranian-controlled Shia militias that used to kill American soldiers are now fighting Isis, helped by US airstrikes
Topshop goes part Athena poster, part last spring Prada

Topshop goes part Athena poster, part last spring Prada

Shoppers don't come to Topshop for the unique
How to make a Lego masterpiece

How to make a Lego masterpiece

Toy breaks out of the nursery and heads for the gallery
Meet the ‘Endies’ – city dwellers who are too poor to have fun

Meet the ‘Endies’ – city dwellers who are too poor to have fun

Urbanites are cursed with an acronym pointing to Employed but No Disposable Income or Savings
Paisley’s decision to make peace with IRA enemies might remind the Arabs of Sadat

Ian Paisley’s decision to make peace with his IRA enemies

His Save Ulster from Sodomy campaign would surely have been supported by many a Sunni imam