Truworths’ big #mothersday fail

The advert outside Truworths stores for Mother's Day received a mixed reaction from women around the country.

The advert outside Truworths stores for Mother's Day received a mixed reaction from women around the country.

Published May 9, 2016

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Durban - A Mother’s Day greeting on a Truworths advert has knickers in a knot as some women felt the ad did not represent mothers.

The advert pictures a young model in lingerie.

Truworths marketing executive, Peter Shackleton, said they had received compliments and criticism.

“In this case, the model, (she is in her mid-twenties) was selected for her glamorous appearance - rather than as a representation of all customers who are mothers,” he said.

“It is a reality that many of our lingerie and sleepwear items are given as gifts on Mother’s Day. Our intention is never to offend anyone, but rather to present fashionable and aspirational products which are then supported by appropriate marketing to our customers.

“We are firmly of the view that mothers should feel youthful and attractive if they wish to do so.

“We will, of course, take into account the comments when we next run a similar campaign,” Shackleton said.

Some took to Facebook, to voice their opinions.

Glenda Benson posted: “That is bloody ridiculous; if not offensive. Do you think they are trying to lure in unsuspecting fathers, recycling their Valentine’s Day images?”

LOL Truworths. ..come on, son pic.twitter.com/KKNHvmBcqC

— Mayihlome (@MTshwete) May 8, 2016

Lesley Rush said that “regrettably sex sells.

“The idea is that young mums should all be yummy mummies and as they told us in the 60s, greet one’s weary husband at the front door wearing nothing but ClingWrap!

“I too think we are in a more liberated era. Truworths needs to update their thinking.”

Hayley Broughton-Clarke said: “Who buys lingerie for their mom? That’s just creepy.”

Joy Hayward Human posted: “This child in your Mother’s Day Promo does not represent MOTHERS.”

Tanya Thompson: “It’s terrible and discrimination towards mothers...they are stupid, they should fire their marketing team.”

Daily News

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