Is This The Most Sexist Ad Ever Made?

Bon appetit!

Japanese Ad Eel Sexist

A Japanese promotional video has come under fire and been withdrawn – but only after going viral and attracted the ire of, well, pretty much everyone. 

The two-minute promotional film – developed as a promotion for Shibushi city on the island of Kyushu – shows a girl chilling by a pool, before things take a slightly bizarre turn and she gets fattened up, turned into an eel and barbecued.

The ad was designed, said an official from Shibushi city, to highlight the city's commitment to sustainable eel farming. 

"We're aware that some people were offended," they said. "We just wanted to make a video that simply explains the city is known for its eel farming." 

We'll just add this one to the very long list of "sexist ads we can't believe got approved by a group of people whose job it is to make ads."

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Written By

Rosemary MacCabe

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