A Scots pro-union Better Together campaign ad, aimed at the ‘undecided women’ demographic, has been ridiculed online for being sexist and as a result spawned hordes of sarcastic and critical comments on Twitter.
The ad, ‘The woman who made up her mind’, aired on the BBC and STV, has received over 20,000 views on YouTube.
The Better Together campaign account, which uploaded the video, has now disabled the comments function.
Commentators disliked the ad, which was uploaded on Tuesday so much, the accompanying hashtag ‘#PatronisingBTLady’ saw substantial usage in the UK.
Good to see shades of the 1970s referendum in the new shockingly sexist Better Together radio ad
— Matthew Kane (@kanematt1) August 27, 2014
Better Together's latest campaign video is a total cringe bag of sexist patronising tripe. Don't fall for it people! #PatronisingBTLady — Ciara O'Wicek (@CiaraOConnor83) August 26, 2014
And yet still not as sexist as the better together advert. pic.twitter.com/cBZrW4fJmX — Gordon Bell (@GordonRBell) August 27, 2014
— Kezia Hope Kinder (@KeziaKinder) August 26, 2014
The ad even became a meme in its own respect, during the ridicule, albeit, mostly used by yes voters.
My household has a Yes voter, a No voter and a baby. The latest #bettertogether advert offended us all. #voteyespic.twitter.com/V97DFn9Jzj — Kenny Watt (@bigkenny1975) August 26, 2014
Perfect summary of the new @UK_Together campaign video. Targeted at woman - but so patronising? #PatronisingBTLadypic.twitter.com/FePthazKYB — Greg indyref (@YesIndyref) August 26, 2014
4th #PatronisingBTLady contribution pic.twitter.com/upNYbi3Mko — Kris (@neurosceptic) August 27, 2014
— Declan B (@YesWithDex) August 26, 2014
This comes after Alistair Darling, the head of Better Together, took the ALS ice bucket challenge last week and received the goodwill of yes and no voters.
The Scotts Better Together campaign faced embarrassment last week over a blog from writer Yvonne Hama blogged on its website with views deemed to be “completely unacceptable”.