German TV promotes women's Euro 2013 with sexist washing machine ad | inside World Soccer

German public broadcaster ZDF has sparked criticism with a controversial advert promoting coverage of the women's European Championships in Sweden.

A sexist German TV ad for the women's Euro 2013 has gotten a unsurprisingly fumed response
A sexist German TV ad for the women's Euro 2013 has gotten a unsurprisingly fumed response

Photo: YouTube

The 22-second ad features a woman kicking a dirty ball into a washing machine, before turning the settings to leather and then waiting on the cycle to finish.

Viewers have taken to Twitter to brand the advert "sexist and totally embarrassing", with one user describing the commercial as "Go on girls, go & win cup. But make sure you do the washing first."

While ZDF can also point to their commitment to the women's game, having shown matches live for a number of years, the advert has not impressed Silvia Neid's side.

Midfielder Fatmire Bajramaj, who was voted world player of the year in 2010, said: "The advert was not a good idea.

"You'd like the advert to have something to do with women's football, not with a washing machine."

ZDF, though, defended the advert, with editor Peter Frey saying: "Advertising is made to be noticed and to generate interest, so this advert was successful."


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