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London-based spa startup behind 'sexist' tube ad bites back on Twitter

London-based spa startup behind 'sexist' tube ad bites back on Twitter

A London-based startup has been swiping back at commuters online following a backlash over its tube campaign which was called out by some for being "sexist".

Mobile spa service USPAAH landed itself in hot water earlier this week thanks to a billboard it has been running in the UK capital's underground. The poster (above) featured a downtrodden looking man alongside text that read: 'Out with the guys ‘til 4am again…?! Keep her sweet with a spa mani/pedi at home.'

The implication that women could be easily appeased with a spa day coupled with the perceived stereotype that a woman's primary concern is for her appearance did not go unnoticed, prompting a an angry response for the brand on Twitter.

Those who took issue with the ad hijacked the campaign hashtag #SaveYourself to voice their concerns, with a few claiming that it highlighted why there's still a need for International Women's Day.

However, the company has taken to Twitter to retweet support for the "lighthearted" ad and to counter claims of misogyny.

The brand also pointed people towards other posters from the campaign.

The controversy comes as the Advertising Standards Authority (ASA) continued an unrelated investigation into gender strereotyping by brands, which could soon change the way the watchdog regulates campaigns which appear to objectify or sexualise women.

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