Who says women can’t ski as well as men?

Ivana Lucic   20 July 2016 06:27

Brilio.net - Advertising is no stranger to sex and sexism. Semi-nude and long-limbed beauties selling products that probably don’t require a nude lady to operate in real life is a trademark of the industry.

But as the world progresses, people are less willing to tolerate it, and a Toyota ad for its Kluger model at Australia’s Thredbo resort got plenty of attention from offended skiers.

The banner featured three different ski runs and matched them with three different family members. The kids had the easy run, mom the mid-level run and dad got the black diamond, the hardest.

But who’s to say that the moms out there can’t run with the best of them?

The ladies of the resort didn’t take too kindly to the ad and decided to change a few things.

Image via Twitter/@lauragrundy


Sydney woman Romy Krassenstein, 41,  was on holiday at Thredbo with her four children and told news.com.au that she thought the ad was extremely sexist.  “The banner was on the railing at the bottom of the chairlift and it was actually my kids who pointed it out to me,” Krassenstein said.

A Toyota spokeswoman said the company did not intend to cause offence with the Kluger campaign, but it’s a little too late for that.  “We simply wanted to highlight that Thredbo, much like the Kluger, has something for everyone,” she told news.com.au. Better luck next time, Toyota.  Krassenstein’s parting words included a biting remark “It’s just like come on, be more creative. Did Toyota really spend $100,000 on that campaign to offend women? Like seriously, haven’t we moved past this.”

The ill-considered banner has since been taken down, but not before Twitter had a field day.

Image via Twitter/@KristiLeskinen


Natalie Goldman, the CEO of FlexCareers, an Australian company that is dedicated to connecting employers with the 2.1 million career moms in the country, retweeted the image and captioned it with: “it’s 2016, not 1916!”

Image via Twitter/@lauragrundy

Let’s hope that the auto industry starts taking women, about half of the market, a little more seriously.



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