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Cannes Lions criticised after 'sexist' aspirin ad wins award

The .MOV campaign has been met with derision online for its sexist overtones / Twitter

Cannes Lions is facing criticism after an aspirin ad carrying the line "Don't worry babe, I'm not filming this" was awarded a bronze lion in the outdoor category.

The ad, created by Brazilian agency AlmapBBDO for pharmaceutical firm Bayer, has been slammed by social media users including the prominent equality campaigner and former BBH executive Cindy Gallop.

She received more than 300 retweets after tweeting the poster accompanied by the caption: "Don't use this to sell aspirin, male-dominated ad industry, & don't award it, male-dominated juries."

Gallop went on to retweet other Twitter users' critical posts of the campaign, which has been derided for being perceived to condone unpermitted recording of sexual activity, and the dissonance between the campaign and the product it is promoting.

Titled .MOV, the billboard is one of three in a series created for the campaign. The other two, .DOC and .MP3, follow a similar design and message and also won bronze awards.

It is not the first sexism scandal to befall the annual advertising event this week. Yesterday, a party invite sent out by a 'third party' on behalf of Gary Vaynerchuk's agency Vayner Media calling for 'attractive females and models' attracted similar derision on social media.

The Drum has contacted AlmapBBDO and Cannes Lions for comment.

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