Moosehead Lost Its Head

From The Chronicle Herald:

Following complaints from a feminist group and incensed customers, New Brunswick’s Moosehead Breweries has pulled an ad that implied women should speak no more than 50 words a day.
The ad, which appeared in The Onion, a U.S.-based satirical magazine, read: “The average woman speaks 10,000 words in a day. Roughly 9,950 too many.”
The brewery, based in Saint John, N.B., has pledged to introduce a policy to avoid publishing similar ads in the future.
“Moosehead Breweries will not tolerate this type of sexism and tasteless work again,” Joel Levesque, the company’s vice-president of public affairs, wrote in a letter to a woman from New York who complained about the ad.”
Levesque said the ad appeared only once last March in The Onion’s Minneapolis, Minn., edition, where the company was conducting some test marketing.
The ad was commissioned by the company’s U.S. distributor, which is in charge of U.S. advertising. Levesque said no one in his office saw the ad before it was published.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.