Women across Spain staged a simultaneous protest at branches of Spanish optician Multiópticas on Wednesday, May 6th, in protest against the chain’s latest advert.
They were protesting against the use of women’s bodies in the advert, dressing similarly to the women in the commercial to make a point about the objectification of women.
— Paloma Rando (@palomarando) May 6, 2015
In the advert, a man walks into a bar full of women, while a sultry voice over says “Have that incredible first time feeling any time you want.”
Critics have pointed out that the advert shows women as nothing more than a “sexual product”.
Protestors were reportedly insulted by passersby as they stood outside the optical chain and in Seville, eight protesters were arrested by police.
According to the magazine Feminismo Cáustico the advert “reduced women to pieces of meat”.
“When a woman sees another woman objectified in an advert she has to feel jealous and want to do anything at any cost to look like her, whereas when a man sees those women and drools and say something like 'boooooobs',” the magazine wrote.
“This is the way masculine and feminine roles have been simplified because of the sexist culture we have grown up in,” it added.
People have also been showing their dislike of the advert in comments posted under the video on YouTube:
“This advert is so shameful, I'm not going to give this company another euro, never!” wrote user Francisco Javier Prieto Espert.
“Why such a sexist ad? Why does an ad for an opticians have to send this message?” wrote Estefania Rodriguez.