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Bayer cans 'sexist' Cannes-winning aspirin ads following outcry

The .MOV billboard ad came under fire on social media / Twitter

Pharmaceutical giant Bayer has asked the agency behind a Brazilian ad campaign for aspirin to pull the ads after they were slammed on social media.

As reported on The Drum yesterday the billboard ads for the Aspirina, created by São Paulo agency AlmapBBDO, were widely derided online for the slogan: '"Don't worry babe, I'm not filming this".mov'.

Despite the campaign scooping a Bronze Award at Cannes Lions this week, brand owner Bayer has chosen to pull it from circulation.

In a statement given to AdWeek, the company distanced itself from the creative agency behind the ad, saying: "We have asked that BBDO discontinue any further use, dissemination or promotion of this campaign."

They added that the concept was presented to the firm's local marketing team in Brazil by BBDO as "one of several campaigns that the agency intended to submit for this year's Cannes Lions festival".

As Cannes requires work to have run to be eligible for entry, Bayer said BBDO "paid for limited placement in Brazil".

The .MOV advert was called out by a number of people on social media, including prominent equality campaigner and former BBH executive Cindy Gallop, who criticised what she perceived as the inherent sexism behind the campaign.

Cannes Lions and BBDO have not responded to requests for comment.