New York Real Estate Agency Forced To Apologise Over Sexist Ad
New York City real estate website has launched a new campaign “Find Your Formula” which has been accused of stereotyping the city’s neighborhoods and being super sexist showing a ‘finance bro’ dumping his college girlfriend once he gets a raise and move into the Meatpacking District ‘hood.
Here’s the “find your formula” ads:
Twitter first attacked the ads for using stereotypes about New York’s suburbs: toxic waste (Gowanus), rats and roaches (East Village), hedge-fund babies (Meatpacking) and third marriages (Upper East Side).
@streeteasy Was the unwarranted derision of Mississippi necessary to sell Lower East Side real estate? Just for fun? pic.twitter.com/4Ehwp6Y6x1
— JB (@HolmesReb) February 22, 2016
Is this StreetEasy ad dumb on purpose or by accident? Do the people behind it know Mars Bar is no more? pic.twitter.com/Mh58OFUlzI
— WriteColonWrite (@DaveCoIon) February 22, 2016
Hey if you need to barf RIGHT NOW check out this @streeteasy ad. https://t.co/ydZJ0zC0ZB
— Stephen Kosloff (@stephenkosloff) February 22, 2016
honestly unsure if this is a screengrab from 2007 or if streeteasy is trying to facilitate intersectional revolution https://t.co/YtrF3DW6XS
— cszabla (@cszabla) February 22, 2016
Other people attacked the sexist cartoons in the campaign:
Status: Puking every organ out of my body from this @streeteasy ad pic.twitter.com/DRZa0yIX1d
— Taylor Lorenz (@TaylorLorenz) February 22, 2016
How @SheTHINX ads were questioned but bull shit like this gets printed? Ridiculous #StreetEasy pic.twitter.com/BWFcOTJOyp
— Hope Leigh (@HOPELEIGHMUSIC) February 22, 2016
Hm @streeteasy is it safe 2 have a PropertyAd of a woman being watched by possible rapist, stalker or serial killer? pic.twitter.com/gmV2xZvudh
— CONTESSA STUTO (@CUNTMAFIA) February 22, 2016
“We sincerely apologize to those who interpreted this ad to be anything beyond what our goal was: to parody New York characters to capture the choices that renters and buyers make to live in the city we all love,” the company said in a statement. “The intention of this ad and all the creative in our campaign was never to upset or offend, so this reaction is something that we take very seriously and are taking action to remove it from the campaign’s rotation.”
CREDITS
Client: StreetEasy
Campaign: “What’s Your Formula?”
Agency: Office of Baby
Creative Partner: Paul Caiozzo
Creative Partner: Nathan Frank
Art Director: Esai Ramirez
Copywriter: Steve Mcelligott, Jerome Marucci
Executive Producer: Anthony Nelson
Illustrator: Shy the Sun
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