A banner advert for Toyota cars placed at an Australian ski area has been criticised by skiers and boarders who complained that it was sexist.
The advert placed at Thredbo ski area to promote Toyota’s Kluger SUV with the tag line “A great place to raise a snow loving family” featured a black diamond expert run symbol with ‘Dad’ next to it, a blue square ‘intermediate’ run with ‘Mum’ next to it and a green circle easy run symbol with ‘kids’ next to that.
“WTF???? I’ve got SIA blaring UNSTOPPABLE through my headphones as I slay this black run,” wrote one female snowsports participant on social media, adding,
“ In 2016 who on earth advertises such sexist s**t really? Mom blue runs. Dad black runs????? I DONT THINK SO!”
The story then started to spread on social media attracting negative comments for Toyota from female snowsports stars and mothers rights organisations. One said Toyota should remember it was 2016 not 1916, another edited the banner so that Mum was crossed out by the Blue Square symbol and Mum + Dad added to the black diamond.
The banner is reported to have been removed. A Toyota spokesperson said they hadn’t intended to cause offence.
