Below is a letter I wrote about a sexist ad. I write letters a lot because sometimes you don't need to shout from the rooftops but whisper to one person. It can work.
Having said that, I don't think this letter will be effective. It's to a company called Solar D regarding their new crap ad.
Your latest ad that I've had to endure on TV screens at my gym is gross. Because women are objectified and are shown to like it. Here's a hot tip: they don't.
We start off with a guy peering through binoculars at a woman. How very creepy. The last shot when the attractive woman turns back and gives an encouraging look to her gross, ogling audience is so unbelievable that it could only have been conceived by an all-male creative team with too much time spent on their fantasies.
Even the women 'scientists' can't keep their eyes off other women. Why is not one female scientist or female lifeguard ogling any man? You really think this is how the world works: women are objects that everyone enjoys peering at, while men are family guys or fully-clothed lifeguards that no one would think to look at.
I have never seen such fully-clothed (and such large) lifeguards in my life. They're overweight and rather ordinary looking. The one attractive guy you briefly show is presented as a family man, beyond objectification. It's like you went out of your way to make men non-sexual, utility vehicles while hyping up the sexualisation of women. Because there's only one sexuality that matters, right? Male heterosexuality.
I hope you understand that you're part of the problem. You're part of the reason women aren't respected in society and that they're so often the subject of street harassment. Because images like these show that an attractive woman should appreciate the glaring stares she receives.
Why can't you just sell sunscreen without all this?