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WATCH Do you find this Heineken ad sexist?

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Over the weekend, in an attempt to get men in Brazil some undisputed TV time to catch up with their favourite football matches, Heineken rolled out an ad campaign in partnership with Brazilian shoe store Shoestock.During the game, the store gave all women 50% off of the actual purchase price so that they could give the men some time to watch the match. The ad is being criticised for being sexist by netizens. The ad agency behind the campaign, Wieden+Kennedy São Paulo, however, says it was “good-natured” and done to create a conversation.Check the ad out and tell us what you think:http://youtu.be/z3dh9_De9Mw“The idea is to help guarantee men time to watch the game on Saturday afternoon,” Wieden+Kennedy creative director Otavio Schiavon told Adweek.“So we’re going to provide an argument that will make it so their wives or girlfriends have something interesting to do during the game. He’s going to surprise her with news about a shoe sale. And she, in turn, can leave him to watch the UEFA Champions League final.”Meanwhile according to The Independent, a statement on the website of Wieden + Kennedy said the goal of this campaign “is for soccer fans to forward the news to their girlfriends and wives, convincing them to enjoy the sale while they enjoy the best of European soccer with their friends.”The statement is currently not found on the ad agency’s website.Do you find this sexist? 

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