Cyprus Mail

Controversial Jumbo ad stays on air in Cyprus

Still image of Angela Dimitriou taken from the Jumbo TV advert

The Gender Equality Commissioner Iosifina Antoniou on Monday expressed disappointment that a controversial TV advertisement ran by Jumbo had not yet been taken off air in Cyprus as it had been in Greece, after complaints of sexist innuendos.
The advertisement features popular Greek singer Angela Dimitriou walking through a village amongst a crowd carrying lit candles – a tradition after the church service on Easter Saturday.
She then comes across face to face with a man where she holds out a red painted egg and firmly says “Hit. Hit like a man.”
The advertisement was featured on both Greek and Cypriot television but was taken off air in Greece after the general secretariat for gender equality said the commercial was not amusing but dangerous.
Cyprus’ Antoniou said the ad was perpetuating anachronistic mindsets and social stereotypes over the role of the two genders, discriminating against women.
She added this encouraged gender based violence – a criminal offence – and violated human rights.
Antoniou said the committee demanded the immediate removal of the advertisement which was ‘offensive’ to the female gender.

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