Brisbane’s Sofitel Hotel Forced To Pull Sexist “Mad Men” Print Ad

Brisbane’s Sofitel Hotel Forced To Pull Sexist “Mad Men” Print Ad

Brisbane’s Sofitel hotel is handing out the apologies today after a seemingly innocuous print advertisement was called out for sexism and gender stereotyping.

The ad features an attractive young couple lounging about in the hotel’s bathrobes and enjoying a breakfast platter of fruits and pastries.

However, it’s the couple’s choice of reading material that is causing all the consternation. The man reading The Australian Financial Review and the woman forced to suffer a Chanel coffee table book.


A journalist from The Australian, Elizabeth Redman, called out the ad on Twitter, writing, “Your breakfast looks delicious… just wanted to let you know I’m a woman and I also read the Financial Review every day”.

Another to take umbrage at the ad described it as being “straight out of an episode of Mad Men”.

While another added: “Yes, newsflash for @SofitelBrisbane — some women are in fact more interested in whether stocks and shares are going up and down than whether hemlines are.”

“Of course, the fruit platter is on her side, she’d be loathed to touch the baked goods,” another wrote.

A spokesperson for the Sofitel Brisbane responded with: “We appreciate you voicing your concerns. There was no intention of portraying a stereotype, but we recognise it and apologise for any offence it has caused.

“The creative has been pulled from any future activity. Feel free to send us a DM if you’d like to discuss further,” the spokesperson said.

However, some respondents came out in support of the campaign and suggested those who were offended by it needed to lighten up a little.

“If this is all you have to worry your mind about then you are a very lucky person indeed, geez,” one woman wrote.

“Why are people getting so offended by such silly things it’s just a picture. Why waste your time getting so worked up, this world is crazy,” another wrote.

“Give it a spell, it’s just an ad, heck,” a man wrote.

Please login with linkedin to comment

    Latest comments
  • Simon Tebbutt 3 years ago

    There are two sides to this story…
    Question: As a man, should I be offended that the guy isn’t reading the Chanel book?
    Answer: No, because I am a grown-up human being who realises this is an ad for a hotel! Elizabeth, if you are going to comment on gender inequality, choose something relevant and genuinely unfair such as executive or work-force pay, or sporting prize money…

Mad Men Sofitel Sofitel Brisbane

Latest News

Nine’s Love Island Australia Gets Premiere Date
  • Media

Nine’s Love Island Australia Gets Premiere Date

The sexiest singles in the nation (according to Channel Nine, at least) are back on airwaves with Love Island Australia on Monday, October 4, at 9.00pm after The Block on Channel 9 and 9Now. Aussie sweetheart Sophie Monk will return to host (and play Cupid) alongside new addition, comedian Stephen Mullan a narrator, in the world-renowned reality TV […]

Yotpo Expands Down Under With  Multi-Year Shopify Partnership
  • Marketing

Yotpo Expands Down Under With Multi-Year Shopify Partnership

Yotpo is officially expanding into Australia, off the back of significant market growth with massive Aussie names, a landmark investment from Shopify and a plan to help local Aussie e-comm explode. Yotpo’s ANZ userbase includes names like Zoe Foster Blake’s $180M Go-To Skin Care,  e-commerce fashion queen Princess Polly, and billion-dollar streetwear brand Culture Kings, […]

New ideas and imagination Creativity and inspiration Technological innovation. Hand holding brain digital network and abstract science light bulb inside on networking connection on sky background.
  • Technology

Progress Unveils Sitefinity DX 14.0 Platform

Progress has today announced the availability of Progress Sitefinity DX 14.0. This agile, flexible and extensible platform allows organisations to create an ideal digital experience platform (DXP) tailored to their unique needs and objectives with new capabilities for low-code integration and chat-driven engagement, as well as enhanced headless content delivery. The digital world is transforming […]

Tangram Signs Strategic Partnership With
  • Media

Tangram Signs Strategic Partnership With

Tangram has announced that they have signed a partnership with the work operating system (Work OS) where organizations of any size can create the tools and processes, they need to manage every aspect of their work. Israeli-based and Australian-based Tangram form an irresistible team of experts offering unique solutions to agency problems. […]

Eyeota Enhances Reach And Targeting Precision For RDA Research
  • Marketing

Eyeota Enhances Reach And Targeting Precision For RDA Research

Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby
  • Media

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby

Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]