Tom Megginson of Change Marketing and Kandirra sent us a stunning example of the objectification of women in advertising. It’s a commercial for Rosgosstrakh, the largest insurance company in Russia, advertising their car insurance. How do they do so? By painting pictures of vehicles on (headless) women’s breasts and showing various hands fondling/smushing/jiggling them. So totally Not Safe for Work.

From Animal New York.

I guess, uh, if we’re trying to find a silver lining…they used a variety of body types, not just super skinny women? That totally makes it ok, right?

UPDATE: Reader lizardbreath pointed out that showing breasts on TV wouldn’t be as shocking in a lot of cultures as it would be in the U.S., which I think is a valid point. What makes it seem objectifying to both of us isn’t just the breasts themselves, but the headless women (so you have disembodied breasts). I also noticed that at one point a woman pushes the (also disembodied) male hands away, which implies she’s being groped when she doesn’t want to be.

SECOND UPDATE: Russian companies are on a roll. Here’s a commercial found at Copyranter for Avianova:

No phallic imagery there. Nosiree.

And for the Altay Tire Company (also from Copyranter):

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