A Toyota banner advertisement in the Australian ski resort of Thredbo has backfired after skiiers pointed out that its graphic implied that women were less competent on the slopes than men.
The banner ad was unfurled at the resort in order to promote the Toyota Kluger as a ‘great place to raise a snow loving family’ but this message was somewhat undermined by an accompanying graphic which aligned three grades of ski run with different family members.
Whilst kids were shown alongside green for the easiest run and men were denoted with black, for the most difficult slopes, women were allotted the colour blue for medium difficulty runs – implying that they weren’t as competent as their partners.
One irate mother to see the ad, Romy Krassenstein, complained to news.au: “The banner was on the railing at the bottom of the chairlift and it was actually my kids who pointed it out to me.
“It’s just like come on, be more creative. Did Toyota really spend $100,000 on that campaign to offend women? Like seriously, haven’t we moved past this?”
A Toyota spokeswoman insisted that no offence had been intended by the advert, which has now been removed to make way for a new campaign.