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Screen Shot 2013-08-29 at 10.58.25 PMHere’s what happens when marketing goes really, really wrong!

Newspapers in Israel must really be in trouble! This video ad claims that the new website of Israeli newspaper Ha’aretz is better than sex. It’s had 272,000 views since Aug 10th.

The 53-second video features a couple engaging in multiple sexual positions while the male complains about the act being mundane and outdated, indirectly referring to the publication’s traditional reputation.

Hollywood Reporter says “The commercial sparked immediate outrage from women’s groups in Israel and prompted deputy speaker of the Knesset, Pnina Tamano-Shata to send a formal letter to Ha’aertz publisher Amos Schocken demanding it be removed. She also insisted on an apology to female readers, adding that the publication should “express zero tolerance toward offensive manifestations of blatant sexism.”

Staff members started a petition that says, in part: “We’re ashamed today to work in a newspaper that under false pretense of irony and sophistication (with questionable quality) showcases a silent female as a sexual object.”

Ha’aretz has yet to comment on the controversy.
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via The Ethical Adman