Babes and petrol pumps: French supermarket takes advertising back to ‘sexist’ 60s

Babes and petrol pumps: French supermarket takes advertising back to 'sexist' 60s
Photo: Screenshot from Super U advert
A branch of a French supermarket chain has been accused of sexism for promoting a special offer on gasoline in which it uses images of young women in bikinis standing at the pump.
The branch of French supermarket chain Super U located in the medieval village of Saint-Benoît-du-Sault in the Indre department posted the adverts on their Facebook page.  
One of the adverts in question shows a young woman in a bikini holding a pump while the other shows a woman apparently not wearing anything on the top half of her body and merely stockings and suspenders on her lower half. 
And unsurprisingly not everyone is happy about their approach to marketing, with the ads catching the eye of the people behind a Twitter account called “Pepites Sexistes” (“Sexist Gems”) which highlights everyday sexism on the internet. 
Facebook users have also commented on the poor taste of the ads, with one person commenting that it was “sexism from another age” and another writing that they thought “this type of ad had disappeared”. 
In late June, the people behind the account questioned the supermarket's HQ which said it “did not support this local initiative”. 
“We are doing everything possible to have these publications removed as soon as possible,” they said.
However despite this response, the adverts in question are still up on their Facebook page. One was posted in March and another in May.
The manager of the Super U in question was not available for comment when contacted by The Local. 

Member comments

  1. Great idea. Should be available at all fuel stations. Just ignore what the Twitter and Facebook followers write. They should get out more and live life.

  2. Why do I have to go through the hassle of signing in each time? Surely you can use a cookie!

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