Rich taste or bad taste? Israeli burger chain pilloried for sexist ad
Agadir's new online campaign shows a young blonde woman in a bikini leaning on an elderly wealthy man. 'Our campaigns are not sexist, they're sexy,' chain's owner tells critics.
One of the suggested ways of protest was to give the chain's restaurants only one star in online reviews in order to prevent other diners, who are unfamiliar with Agadir's food, to visit the place.
"This campaign makes me want to puke," one protestor wrote. "Goldstar's sexist campaign at least showed the beer. Where's the hamburger in this photo?" another person asked. And someone else wrote, "Agadir is breaking records with repulsive ads."
"They are turning to a new market segment of rich elderly men with their escort girls. Good luck with losing customers," one person wrote, and another added: "I have never eaten there before and I probably never will."
Agadir owner Eitan Tarablos, who is currently on vacation, appeared unfazed by the storm he created and clarified that he had no regrets over the campaign and had no intention of cutting ties with the chain's advertising agency, as some critics suggested. On the contrary, he added, the online campaign would be joined by a cellular campaign in the future. He said, however, that many surprises expected in the future would balance the picture.
"I'm vacationing in Ibiza," he said in a telephone conversation Saturday. "I have no Internet access, but the storm the ad created is delusional. Wait, it's only the teaser. I suggest that people wait for the entire campaign, and then things will be clarified. I am reflecting an existing situation here, so what's the problem? It's rich taste, and there's nothing wrong with that. Everyone has suddenly become politically correct here."
But all your campaigns are sexist. Last time you issued a calendar featuring your waitresses in underwear.
"Our campaigns are not sexist, they're sexy, and that's a huge different. The waitresses were all glad to be part of it and enjoyed it, because we are a workplace which pays its employees an excellent salary. Agadir is a bold, happy and sexy brand which sells excellent food and a sexy and fun atmosphere, and so are our campaigns."
