Gap Pisses Everyone Off Again With Yet Another Ill-Conceived Ad
Hey, kids! The word of the day is "sexism."
BY SCOTT CHRISTIAN | Aug 3, 2016 | Fashion
Gone are the glory days of anachronistic gender marketing, where men did all of the intellectual heavy lifting and those wilting flowers with no Y chromosomes simply served as support staff (or eye candy).
Well, unless you're talking about Gap, that is.
The company has recently drawn some well-deserved heat for a marketing campaign that looks to have come straight from the brain of Don Draper. Images that appeared as part of a Gap Toddler campaign apparently sent to UK customers in an email—and which, until recently, were also displayed on the brand's website—show a boy and a girl inhabiting two different personas: "The Little Scholar" and "The Social Butterfly."
Guess who got what.
Sexist marketing is always bad. But sexist marketing aimed at toddlers is especially cringe-worthy. After all, there's nothing like teaching impressionable minds that boys will one day grow up to ponder the mysteries of space and time, and girls will grow up to dot their "i's" with hearts.
Unsurprisingly, the social media response has not been kind:
Given that it's 2016, you'd think that a major corporation like Gap Inc. would have someone to vet this sort of thing, but apparently not. Or, given the company's recent track record of controversial ads, maybe the marketing department is simply made up entirely of 75-year-old white men.
So far the folks at Gap haven't made a statement about this latest forehead slapper, but surely, given the social media outrage, something will come soon.
And it should. Especially since their current "little scholar" doesn't even know how to spell:
From: Esquire US.