The ad features statements that supposedly describe a typical romantic relationship. The female and male versions (respectively) read as follows:
She orders a salad then steals your chips; she takes forever to get ready; she snuggles you to the edge of your bed; she uses your razor to shave her legs; she makes you her Instagram husband; she says she’s ‘fine’ when you know she’s not.
He touches your hair; he doesn’t know the title to ‘your song’; he makes plans without telling you; he uses the wrong emoji’s in text messages and believes he’s entitled to the remote control; he thinks he knows better than Siri.Another version read:
He uses your perfume for air freshener.Some people are saying that the campaign is "gender stereotyping" as this messaging suggests that relationships are all heterosexual, not taking gay or lesbian relationships into account, whereas a few are glad to see that "generic and ancient gender roles and stereotypes survived to see 2019".
Goodthingsguy.com sourced some tweets to demonstrate just some of the comments:
Seriously, is everything OK at Woolworths? https://t.co/EUbHJgMJqk
— Kelbamom (@Kelbawhom) February 4, 2019
Is Woolworths on drugs? https://t.co/TwBBJULSfa
— Sarah Britten Pillay (@Anatinus) February 4, 2019
So very glad that generic and ancient gender roles and stereotypes survived to see 2019. And so glad @WOOLWORTHS_SA is championing all of that �� https://t.co/lscpihMQaT
— Helené (@helenayp) February 4, 2019
I HATE this Woolworths Valentine’s Day campaign pic.twitter.com/aKh9khcSSg
— pretty pretty good (@hannah___D) February 4, 2019
Wow... what have you done @WOOLWORTHS_SA this campaign is awful https://t.co/F7My9Wji9A
— Nonindigenous_African_Dweller (@taahira_k) February 4, 2019
I think the @WOOLWORTHS_SA #lovealwayswins campaign got the tone 100% wrong. Peeved and complainy, without any sweetness. What do you think? pic.twitter.com/ElLZwliFSF
— Bridget McNulty (@bridgetmcnulty) February 3, 2019
He's the man of my nightmares! What on earth, @WOOLWORTHS_SA? https://t.co/geWYNSdSDl
— Cecilia vd Merwe (@ceciliavdm) February 1, 2019
She orders a salad and chips to share.
— Brent Lindeque (@BrentLindeque) February 4, 2019
She gets ready and always looks on point.
She snuggles you in bed.
She sometimes helps you shave.
She makes you her instagram husband.
She's honest, kind and beautiful.
She’s the light of your life.#Woolworths #LoveAlwaysWins #iFixedIt
He compliments your hair.
— Brent Lindeque (@BrentLindeque) February 4, 2019
He knows “your song” by heart.
He makes plans for both of you.
He uses "that" emoji cause he knows what makes you smile.
He shares the remote control.
And loves you unconditionally.
He’s the man of your dreams.#Woolworths #LoveAlwaysWins #iFixedIt
Business Insider reports that the retailer has apologised for causing offence, noting that the campaign wasn’t received as intended. “The intention behind our Valentine’s Day campaign was a light-hearted reference to the clichéd idiosyncrasies within so many relationships, rather than any gender stereotyping,” a Woolworths spokesperson told the publication.
For more, read Woolworths pulls Valentine's Day campaign following backlash on enca.com.
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