• Sweden edition
 
Swedish Facebook fury over 'sexist' shop ad

Swedish Facebook fury over 'sexist' shop ad

Published: 29 Oct 2012 11:52 GMT+01:00
Updated: 29 Oct 2012 11:52 GMT+01:00

“We have certainly not meant to offend anyone,” said Coop press spokesman Magnus Nelin to The Local.

The commercial, featured below, was aired last week on Sweden’s TV4 and shows a woman shopping in a supermarket with a baby in a carrying device. While shopping, she repeatedly calls for “Liam”.

Finally, she finds him and it turns out that Liam is not a mischievous toddler escaping his mother but a middle-aged man who is checking out tools in the hardware department.

Many viewers reacted to the commercial, saying that it strengthens gender roles where women are in charge of household chores while men are irresponsible.

“You really have to look at this film as a small part of a larger picture. We wanted to show funny everyday situations that might occur in our shops,” said Nelin.

By Saturday some 8,000 people had liked a critical Facebook comment and almost 2,000 people had commented on the ads, according to daily Aftonbladet.

The comments varied between viewers finding the ad funny, those that were outraged, and those that were outraged by the discussion itself.

“What kind of idiots have thought up your last campaign,” one man wrote.

“Coop ridicules men and cements their irresponsibility. I don’t want to be portrayed that way,” another man wrote.

Others, however, took a different stance.

“Ignore the PC-brigade! I love your commercials,” one woman wrote on the page.

“I feel sorry for all the men who feel humiliated by the commercial. Can’t you just stop being silly,” another man wrote.

According to Nelin, most of the people that have been in touch with Coop about the commercial have been positive about the TV ads.

“But if we have made anyone feel as if we promote inequality or cemented existing gender roles, we want to apologize. All we meant to do was to depict our customers with a sense of humour and genuine warmth,” said Nelin.

Rebecca Martin

Follow Rebecca on Twitter here.

The Local (news@thelocal.se)

Your comments about this article

12:44 October 29, 2012 by JulieLou40
God, haven't people got anything better to do than complain at a funny advert? get a life!
13:32 October 29, 2012 by DAVID T
Swedish men need to grow some balls
13:38 October 29, 2012 by bnort
DAVID T, would you say they need to grow some...Swedish Meat Balls?
14:01 October 29, 2012 by Please Note:
Perhaps men should feature in adverts wearing makeup to ensure we do not gender stereotype (except in the Ikea Catalogue).
14:10 October 29, 2012 by Ddm
I don't believe in it. Men can't be like described above.
15:17 October 29, 2012 by FrauKuh
Just last week husband and I were in a big box store and I spent 20 minutes looking for him and here he was out in the car. So I can totally relate. Sorry guys.
18:18 October 29, 2012 by johan rebel
8,000 idiots with too much time on their hands.
23:40 October 29, 2012 by Uncle
ACTUALLY, just to be the devils advocate these opposers have a point. Except that they actually are getting money for it, unlike having a personal opinion.

In this ridiculously PC society, ANY joke about females (driving, shopping bags, walking on high wheels, trying to fix a computer) is a crazy taboo. Nobody even gets close to that without having ones head chopped off.

However constant jokes about idiot men in media are quite acceptable and encouraged. So far men were all OK with it with the view of "well, women have a glass ceiling, lower wages and bleed for 5 days a month, let them have a bit of fun on our account".

However I think that the strike on the nose once in a while should be in place. One cannot get equality parallel to the benefits of being the "weaker sex". It is the one or the other. Shall men be idiots? No problem (we just ruled the world for the last... mmm about 40 thousand years?), but this should come back as a boomerang. Equality, baby!
10:39 October 30, 2012 by skogsbo
The thing is, there is truth in the article, only its Clas Ohlson and biltema that are the day care centres for men of a certain age.

What all societies struggle with is accepting that men and woman ARE different, instead they keep pretending were are same and have identical traits.
13:12 October 30, 2012 by rise
The problem is the generation(s) of today is taking things all too personally. They're individualists whereas their parent's generation maybe was more into collectivism (and solidarity). Sometimes, in darker moments, I even call this age "the age of the narcissism".

When I watch this commercial I feel... nothing. Zero. Because the commercial isn't about ME.
10:16 October 31, 2012 by rramirez
There is no "fury"! Nobody cares about this. I was very excited when I moved to Sweden that there was an English language news site. Now I might come to The Local maybe once a week because so many of its stories are just silly and media generated. It compromizes the overall credibility of the site.
19:00 October 31, 2012 by dizzymoe33
This isn't discriminatory. When my step-dad walks into a store with my mom he makes a be-line right for the hardware/tool section. She is left alone to do all the shopping and then when she checks out with the groceries she spends 20 minutes looking for him. It is what it is nothing more and nothing to get your knickers in a bunch over!!
19:19 October 31, 2012 by Uncle
dizzymoe33

Nobody ever said that it is not realistic.

As realistic as greedy gold digger females who live on account of others, women who drive EXTREMELY badly and women who cannot fix a freaking DVD/Computer/iPhone/lamp. As realistic as women who cannot build a porch, cannot figure out how to connect to their own router, how to distinguish between the US politics in Vietnam vs Korea...

It is as reasonable as women who are afraid to complain about a very bad service, who cannot negotiate salary increase and who buy whatever a skilled electronics salesman shoves to them. All of the above is reasonable and everyone understands perfectly well what I am talking about here. Now go and try to make a commercial that ridicules the above commonalities. Let's see what happens to that ad agency.

The issue is the awful behaviour of females who sue for anything that is remotely reasonable, but feel free to ridicule men on every corner...
22:21 November 1, 2012 by dizzymoe33
@Uncle

Thank goodness I am not like the women you are describing in your comment!!! :o)

There will never be equality because men can and cannot do things as women can and the same with the women they can and cannot do things like the men. No big deal I just don't know why it is always an issue. If we were all the same it would get pretty boring.
14:08 November 18, 2012 by roundabout321
After all the education they go through and all the money advertisers make, nevermind the freebies they can live on.....it just makes you wonder... how does it happen that they cannot make a better advert than a me or you.
16:28 November 18, 2012 by wakeupdummy
@ dizzymoe33 you really are a sexist waste of space. Do run along now dear, my butt needs wiping.
Today's headlines
National
Pupils find killer's rifle in Swedish sports lesson
The location of the hidden weapon. Photo: Polisen

Pupils find killer's rifle in Swedish sports lesson

Three teenage schoolgirls from southern Sweden were left gobsmacked after finding an AK-47 Kalashnikov that belonged to a convicted murderer, during a physical education class. READ  

International
'Non-existent' EU cooperation on refugees
Refugees in Lampedusa, Italy in 2013. Photo: TT

'Non-existent' EU cooperation on refugees

Sweden's EU commissioner Cecilia Malmström has criticized European Union countries for a lack of solidarity when it comes to taking in refugees. READ  

Politics
Stefan Löfven voted in as new Prime Minister
Social Democrat leader Stefan Löfven. Photo: TT

Stefan Löfven voted in as new Prime Minister

Social Democrat leader Stefan Löfven has been voted in as the new Prime Minister of Sweden. READ  

Politics
Reinfeldt's top team hold last meeting
Fredrik Reinfeldt is exiting Sweden's political stage. Photo: TT

Reinfeldt's top team hold last meeting

Sweden's outgoing centre-right cabinet have gathered for their last meeting, as Social Democrat leader Stefan Löfven prepares to take over as Prime Minister. READ  

Interview
Geena Davis: 'I want to be in a Swedish movie'
Geena Davis. Photo: AP

Geena Davis: 'I want to be in a Swedish movie'

Oscar-winning Hollywood actress Geena Davis was an exchange student in Sweden in the seventies and was once engaged to a Swede. She chatted to the The Local's Natalia Brzezinski about how she'd love to star in a Swedish movie. READ  

Politics
Löfven in U-turn over restaurant sales tax hike
Social Democrat leader Stefan Löfven. Photo: TT

Löfven in U-turn over restaurant sales tax hike

Incoming Prime Minister Stefan Löfven won't be increasing taxes in restaurants as promised, despite his strong criticism of the former government's tax cuts in 2012. READ  

Lifestyle
What's On in Sweden: October 2nd - 9th
The Weeping is one of the works on sale this weekend. Photo: Stockholm's Affordable Art Fair

What's On in Sweden: October 2nd - 9th

Stockholm's Affordable Art Fair returns, British rocker Midge Ure is in Malmö and one of Gothenburg's most creative spaces is hosting a ten year anniversary party. READ  

Sport
Malmö beat Olympiacos in Champions clash
Rosenberg celebrates his second goal. Photo: TT

Malmö beat Olympiacos in Champions clash

Malmö became the first Swedish side to win a Champions League match in 14 years after beating Olympiacos 2-0 on Wednesday night. READ  

Education
Three Swedish unis in world's top 100
One of the buildings at the Karolinska Institute. Photo: TT

Three Swedish unis in world's top 100

Three Swedish universities were ranked among the top 100 in the world in the new Times Higher Education ranking, with another two featured in the top 200. READ  

What's next on Sweden's political stage?
Social Democrat leader Stefan Löfven. Photo: TT

What's next on Sweden's political stage?

Upcoming Prime Minister Stefan Löfven announced his new Red-Green coalition government on Friday, but what happens next? Here are all the important dates you need to know. READ  

RECEIVE OUR NEWSLETTER AND ALERTS
Sponsored Article
Try out your very own office in Stockholm - for free
Gallery
Stefan Löfven through the years
Gallery
People-watching: October 1st
Analysis
Should Sweden's school age be raised?
National
Top Swedish skier killed in Chile avalanche
Blog updates

01 October

Academy-Award Winning Actor Geena Davis on Changing the Way We View Women in Media (Stockholm in my American Heart) »

"There are two moments in Geena Davis’s life that molded her into the powerful women’s advocate and founder of the Geena Davis Institute on Gender in Media she is today: living in Sweden and starring in Thelma & Louise. The first part of her personal journey took flight in Sandviken, a small rocky town north of..." READ »

 

01 October

Future tense – ska or kommer att? (The Swedish Teacher) »

"Hej igen! Karen had a question the following question on that about future tense: Explain when you use “komma att ” and “ska”. I’m running along forever here using “ska” and realize suddenly everyone uses “komma att” this and that all the time! In Swedish there are three different ways to express future tense and they are not..." READ »

 
 
 
National
JohannaN: Jewellery inspired by northern Sweden
National
Apology for Swedish model's stolen photos
Politics
New coalition agrees on defence and migration
Fastighetsbyrån
Gallery
Property of the week: Botkyrka
Education
New government to make school compulsory to 18
Politics
Sweden Democrat wins Deputy Speaker spot
National
Swedish scientists sneak Bob Dylan lyrics into articles
Lifestyle
The five best Swedish songs of the month
Gallery
People-watching: September 28th
National
When Italian style meets Swedish simplicity
Lifestyle
Review: Sweden's first alcohol-free nightclub
Gallery
In Pictures: The MS Estonia disaster
Lifestyle
Ten things expat women notice in Sweden
Politics
What's next on Sweden's political stage?
Gallery
Sweden's 2014 election: Most memorable moments
Society
What's on in Sweden
Gallery
People-watching: September 24th
Seaman Oliver Gee with his first lobster
Lifestyle
How to catch the first lobster of the year
Gallery
In Pictures: Fredrik Reinfeldt through the years.
Sponsored Article
How to start a business in Stockholm
Latest news from The Local in Austria

More news from Austria at thelocal.at

Latest news from The Local in Switzerland

More news from Switzerland at thelocal.ch

Latest news from The Local in Germany

More news from Germany at thelocal.de

Latest news from The Local in Denmark

More news from Denmark at thelocal.dk

Latest news from The Local in Spain

More news from Spain at thelocal.es

Latest news from The Local in France

More news from France at thelocal.fr

Latest news from The Local in Italy

More news from Italy at thelocal.it

Latest news from The Local in Norway

More news from Norway at thelocal.no

865
jobs available
Swedish Down Town Consulting & Productions
Swedish Down Town Consulting & Productions is an innovative business company which provides valuable assistance with the Swedish Authorities, Swedish language practice and general communications. Call 073-100 47 81 or visit:
www.swedishdowntown.com
PSD Media
PSD Media is marketing company that offers innovative solutions for online retailers. We provide modern solutions that help increase traffic and raise conversion. Visit our site at:
http://psdmedia.se
If you want to drink, that’s your business.
If you want to stop, we can help.

Learn more about English-language Alcoholics Anonymous in Sweden. No dues. No fees. Confidentiality assured.
AA-EUROPE.ORG/SWEDEN