‘A provocative advertisement produced by a Swedish marketing firm has tipped its hat to “womanspreading” — purportedly a female-empowering knock-off of the much-derided male sitting position. The gimmick was not well received.
Swedish department store Hansa, which sells fashion items as well as food and drinks, enlisted Malmo Advertising Agency to stir up its brand image — and it seems the stunt worked. The agency rolled out a video showing a woman in a pink pantsuit spreading her legs wide as she sits on what appears to be a bus or train.
“Celebrate the womanspread,” the ad reads.
Malmo Advertising Agency told Swedish media that the idea was inspired by the apparent lack of “woman-spreaders” — apparently paying tribute to the handful of courageous females who bravely spread their legs while sitting in public places.
A marketing manager for Hansa praised the ad, describing it as “just right for us and how we want to position ourselves.”
But Swedes appeared to be less receptive to the somewhat contradictory message of women embracing something that men are regularly shamed for.’
Read more: Becoming what they hate? Swedish ad celebrates ‘womanspreading’, years after feminists raged against uncouth male sitting posture