My Candidates for WIZO’s Sexist Israeli Ads for 2010

After covering WIZO’s newest annual tradition of giving out a most-chauvinistic-ad award (2008, 2009), I thought I’d one-up myself and actually suggest a couple of ads for next year’s shaming ceremony. Following are two TV spots that caught my eye, one is gratuitously sexual in a let’s-find-an-excuse-for-leering kinda way:

httpv://www.youtube.com/watch?v=3f65xVB9cPs

Israeli Lottery – Gitam BBDO

The other is much less overt, much more complex, filled with misogynistic messages about work, kids, shoes and dieting:

httpv://www.youtube.com/watch?v=1Q2hQ41iqsU

Osem’s Lachmit whole wheat cracker – Gitam BBDO

I should probably mention that I have discussed these ads with a couple of female friends who did not see anything particularly shocking with these ads. They did note the ads’ sexist nature, they just didn’t think it was any different from most other Israeli ads.
Obviously, I disagree.