Stephanie Gilmore, the blonde faceless caressed by the camera in an advertisement of controversial surf Roxy sportswear, is a five-time world champion surfer, but you don't know it by the commercial. Not navigating it in place; Instead, the lens sails by you.
That's why Roxy spray of ocean cheesecake to promote surfing Pro Biarritz 2013 meeting is a big wipeout, according to critics.
As the video above shows, there are shots of the bed of the person surfing, shots of the shower from the person that practices surf but not a picture of wave - riding. The closest has streams by sliding his background as she paddles through the water.
Keep Gilmore anonymous was going to pique curiosity (which was later revealed in a companion video); Instead he woke up reaction.
Social media objectors swelled. Do wrote a commentator in the Roxy's Facebook page: "suppose that brand does not choose for my bikini, my protector or any accessory this year"? Tip: it is a brand that launched a video too stupid and sexist recently... "
Critics of the press's communication also had his word. Ask why athletes should be sexualized, self-described "addicted to surfing" aunt Calvo said in the Guardian: "this small clip of porn soft - core semi voyeuristic represents a professional sport that has been fighting a long and ongoing battle for gender equality".
AdWeek found marketing less tubular, noting: "coming from a company that aims to talk about athletes, the teaser video virtually ignored athletics for blatant eye candy."
Industry trade also took Roxy task for his word without commitment "salad", in which said its marked's Facebook page visitors, "certainly you do not have to be sexy to be an athlete, & we also believe that it is not bad to be an athlete and be sexy, if you decide to be".
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