Advertisers for Greece’s biggest toy retailer Jumbo have pulled an Easter TV advertisement after criticism by human rights activists and social media comments that it was discriminatory against women.
The commercial, which became a viral media sensation soon after it was released this month, featured a popular female Greek singer carrying a red-painted egg and calling on a young man to crack it.
“Hit, hit like a man,” says 61-year-old singer Angela Dimitriou.
Egg tapping is a traditional Greek Easter game in which a player attempts to crack an opponent’s hard-boiled egg without damaging his or her own.
Jumbo declined to comment but its advertising agency denied the allegations saying the advertisement was humorous.
Greece’s General Secretariat for Gender Equality issued a statement on April 8 saying the commercial reinforced “sexist stereotypes” and legitimized violence against women.
“‘Hit like a man’ is not funny – it is dangerous,” it said.
Jumbo’s stock remained unchanged in Monday’s Athens bourse session.