Deodorant ads, eh? Always so sexist. Not women’s deodorant ads, though! Take the new Nivea Stress Protect spot, in which, er, a willowy lady minces around in her underwear, absurdly delighted as she applies her new underarm spray. It is “proven to protect you, even in stressful situations”, a chummy voiceover tells us.

The stressful situation in question turns out to be a crappy quiz show - basically Who Wants to be a Millionaire, but with a frownier host. And our girl isn’t even playing! Instead, her role is to sit in the crowd, arms awkwardly aloft, cheering on her man.

And if the Jurassic gender roles weren’t bad enough, even the pseudo-science is pathetic (it “works against stress-sweating”, apparently). Lame.

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