Sexist Piggy Awards show sex and sexism remain in wheelhouse of many ad makers
In the past, ads which have “won” Sexist Piggy Awards have been largely commercial in nature: scantily-clad women draped over cars or propping up chainsaws or other power tools. While this remains true even now, participants and the jury in this year’s sixth inception noted that exploitative motifs had surfaced in the field of politics. This year’s “winner” is none other than a local branch of the Social Democratic Party, while a student-produced ad for a university, featuring sex in a public restroom, came second.
The most surprising ad, in terms of unabashed sexism, however, is arguably a student-produced clip for, but not sanctioned by, the Silesian University in Opava. The clip is about “a new guy on campus”. Over the course of the video, the camera follows the protagonist as he makes eye contact with girls on the grounds, in the hallways, in the library, while the last shot switches to him having sex with a young woman in the university bathrooms. The slogan there? “Where new ideas are born”.
The ad, which went viral on the net, was part of a contest which commissioned student productions to best represent the school. The university later cancelled the project, with some sources citing the controversial video as the probable reason.