The winner of the dubious accolade for Israel's most sexist advertisement is to be announced in the Knesset next week.
WIZO, the Women's International Zionist Organization, has run the contest for the past four years. It has so far whittled the number of contestants down to 10 finalists, out of which four runners-up and the winner will be announced on Tuesday to mark International Women's Day 2012.
The 10 ads in the running are: an Isracard campaign in which British fashion gurus Trinny and Susannah advise a young woman to tell her boyfriend she loves shopping; an ad for FIX Gibor Sabrina underwear calling on women to post a picture of their breast on the company's Facebook page (both by the ad agency Bauman Bar Reuveni ); billboards that say "even good girls fall," for AXE deodorant; the Goldstar beer slogan "be thankful you're a man" (both by McCann Erickson); the Aphrodite underwear company's slogan "you'll get the diamonds from your husband in two weeks" (Fox Goren Giladi); a campaign for Sano Javel bleach in which a mother-in-law criticizes her daughter-in-law's housecleaning (Drori-Shlomi); an ad for Do It kitchens in which a woman lies in a martini glass (Elyakim Harman-Nahardea); a L'Oreal mascara ad featuring Jennifer Lopez lying on the floor and putting on lipstick (BBDO-Gitam ); an ad for Louis Vuitton bags showing a model on a car (EURO.IL); and a campaign with the slogan, "If you could only fill the decolletage of your dress," for the Proportzia cosmetic medicine chain (Aroeti Berman GPS).
