A Toyota car banner ad at Thredbo’s ski fields has been labelled as ‘sexist’.
The ad has been removed after it copped criticism for implying that women aren’t as good at skiing as men.
The banner, promoted by Toyota Kluger, matched three different ski runs with different family members – kids had the easy run, mum had the mid-level run, and dad had the most difficult route.
Who’s to say that mums can’t do the same run that dads can do?
Natalie Goldman shared a pic on Twitter, writing: “@Toyota_Aus are you serious with your recent ads in Thredbo…women aren’t as capable as men? it’s 2016 not 1916!”
Another woman, Romy Krassenstein (who always does the black run, by the way), posted it to Facebook, with people shocked at the nature of it.
One woman responded: “I am insulted and shocked at this type of advertising, that suggests that women are only capable of doing the intermediate run, while men can do the harder ones. Toyota Australia, so do you mean now you are creating cars for women that are easier to drive than for men?”
Another said: “This ad to me is just an example of a really dumb and lazy advertising strategy, on top of it being offensive. Embarrassing for Toyota, really.”
A Toyota spokeswoman told news.com.au they did not intend to cause offence by it.
“We simply wanted to highlight that Thredbo, much like the Kluger, has something for everyone,” she said.
“The banners in question are from a previous campaign and have since been removed to make way for a new campaign,” she said.
“We have printed the new marketing material and expect that they will be displayed at Thredbo within the next two weeks subject to weather conditions.”
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