LG Canada accused of sexism for washing machine ads
Many people found the images in the ad campaign overly stereotypical
LG Canada has been accused of sexism after pushing an ad campaign for a new washing machine on social media that features women doing things like going to the spa, getting their hair done, and baking.
The advertisements at the centre of the accusations were for the company's washing machine that allows two loads to be done at once. They have appeared on Facebook and Twitter since at least late March.
LG wanted to promote that the users could save time, but the activities and people in the ads attracted more attention than the capabilities of the machine.
Tackle darks at the same time you’re washing whites with the LG Twin Wash. <a href="https://twitter.com/hashtag/LGTwinWashTime?src=hash">#LGTwinWashTime</a>: <a href="https://t.co/eOvAAkHqeX">https://t.co/eOvAAkHqeX</a> <a href="https://t.co/cziGNmCp5p">pic.twitter.com/cziGNmCp5p</a>
—@LGCanada
LG took down the majority of their posts containing the ads and issued an apology.
A message from LG Canada <a href="https://twitter.com/hashtag/LGTwinWashTime?src=hash">#LGTwinWashTime</a>. <a href="https://t.co/pKAAJ4j2GA">pic.twitter.com/pKAAJ4j2GA</a>
—@LGCanadaTwitter users suggested the ads were sexist since laundry is not solely done by women and the depictions of females in the advertising capmaign were stereotypical.
<a href="https://twitter.com/LGCanada">@LGCanada</a>'s new <a href="https://twitter.com/hashtag/LGTwinWashTime?src=hash">#LGTwinWashTime</a> campaign is disgusting. THIS is what you think defines being a woman, LG? <a href="https://t.co/YqjxRCZ5o6">pic.twitter.com/YqjxRCZ5o6</a>
—@CCaughellWith all the time <a href="https://twitter.com/hashtag/LGTwinWashTime?src=hash">#LGTwinWashTime</a> saves me I have way more time to plan outdated and sexist marketing campaigns!
—@HogansBeardPeople wondered if they were in a 1950's time warp.
Behind the scenes photo of <a href="https://twitter.com/LGCanada">@LGCanada</a> boardroom meeting <a href="https://twitter.com/hashtag/LGTwinWashTime?src=hash">#LGTwinWashTime</a> <a href="https://t.co/cPryWBQehs">pic.twitter.com/cPryWBQehs</a>
—@RegularJoeYYCWoke up & discovered that on <a href="https://twitter.com/hashtag/EqualPayDay?src=hash">#EqualPayDay</a> of all days we appear to have slipped back into the 1950s. <a href="https://twitter.com/hashtag/LGTwinWashTime?src=hash">#LGTwinWashTime</a> <a href="https://t.co/Ul95fl3XHN">https://t.co/Ul95fl3XHN</a>
—@tachyondecaySome questioned why all the models in the ads appear to be caucasian.
Also, look at all this <a href="https://twitter.com/hashtag/diversity?src=hash">#diversity</a>! Oh wait... Oh. Well that's embarrassing too, <a href="https://twitter.com/LGCanada">@LGCanada</a>. <a href="https://twitter.com/hashtag/LGTwinWashTime?src=hash">#LGTwinWashTime</a> <a href="https://t.co/GHMXxHqQdq">pic.twitter.com/GHMXxHqQdq</a>
—@CCaughellMen noted that they also do laundry and that the images didn't reflect the share of housework in their homes.
<a href="https://twitter.com/LGCanada">@LGCanada</a> I thought I was the only one that caught this..seeing that I do most of the laundry in the house. Think next time. <a href="https://twitter.com/hashtag/LGTwinWashTime?src=hash">#LGTwinWashTime</a>
—@Wayne_DManHelp <a href="https://twitter.com/LGCanada">@LGCanada</a>, I have a penis and forgot how to laundry. Can you ask one of the ladies from the <a href="https://twitter.com/hashtag/LGTwinWashTime?src=hash">#LGTwinWashTime</a> ads <a href="https://t.co/kTuyg3I2uR">pic.twitter.com/kTuyg3I2uR</a>
—@HogansBeardSome people remained dissatisfied with the company's response, saying LG didn't appear to be taking accountability for the way women were depicted.
.<a href="https://twitter.com/LGCanada">@LGCanada</a> sorry some of us perceived it incorrectly. Must just be that time of the month for us! Oops! <a href="https://twitter.com/hashtag/LGTwinWashTime?src=hash">#LGTwinWashTime</a> <a href="https://twitter.com/hashtag/eyeroll?src=hash">#eyeroll</a>
—@UpMommyCreekSome think the concept of the ad was viable.
The basic premise of LG's campaign is that the laundry machine can save time, which if not applied stereotypically to women, could be appealing to some. A Twitter user quickly made these mock-ups that others quickly identified as better versions of the same premise.
Spent 10 min and fixed the <a href="https://twitter.com/hashtag/LGTwinWashTime?src=hash">#LGTwinWashTime</a> ads. I wonder how much time was spent creating the originals? <a href="https://t.co/RfVIeisEe1">pic.twitter.com/RfVIeisEe1</a>
—@HomeToHeatherSeriously. 10 min. Photoshop. Stock photos. What could we do with an entire agency at our disposal? <a href="https://twitter.com/hashtag/LGTwinWashTime?src=hash">#LGTwinWashTime</a> <a href="https://t.co/HSUsOZlMJi">pic.twitter.com/HSUsOZlMJi</a>
—@HomeToHeatherLG's early ads weren't focused on women necessarily, and attracted little negative response.
LG Twin Wash empowers you to wash two loads of laundry at the same time. <a href="https://twitter.com/hashtag/LGTwinWashTime?src=hash">#LGTwinWashTime</a>: <a href="https://t.co/eOvAAkpOQn">https://t.co/eOvAAkpOQn</a> <a href="https://t.co/Rikkafviph">pic.twitter.com/Rikkafviph</a>
—@LGCanadaMeanwhile, the next question for discussion is what's going on with this vacuum cleaner box?
Meanwhile, on my vacuum cleaner box ... <a href="https://twitter.com/hashtag/LGTwinWashTime?src=hash">#LGTwinWashTime</a> <a href="https://t.co/qJ6sUa57Xi">pic.twitter.com/qJ6sUa57Xi</a>
—@jana_pruden