Father’s Day Must Be Near: Steggles Just Made A Sexist Ad About Chicken

In the real world, Father’s Day can involve any number of things including a long-overdue phone call, a thoughtful present, and spending some simple quality time with your dad. Those who don’t have fathers in their lives might even dedicate the day to their mums or other parental figures. Just like Mother’s Day or any other commemorative day, it can be a complicated time for people.

However, in the world of corporate advertising it tends to be pretty simple: Father’s Day is about blokes. Though there are also a variety of sentimental offerings, the majority of the marketing connected to the day tends to be about good scotches, novelty BBQ aprons and leather watches. Sometimes it’s also about fishing rods and loafers and lumber; and it always involves hocking these things in the least subtle or nuanced way possible.

But occasionally, this attempt to blanket the world in bloke-isms can go seriously awry. Early yesterday evening, for instance, Australian chicken distributors Steggles posted this ad to Twitter and Facebook:

Anyone want a job at Steggles? They may be hiring soon. pic.twitter.com/18UEd7W6Zm

— Tom Read (@traread) September 3, 2015

While poking fun of dads for being lazy in a satirical way (familiar to anyone who’s seen an informercial or sitcom in the last few decades), it also leans uncomfortably into the whole Women Belong In The Kitchen thing. Getting its punchline from generations of sexism and discrimination, it’s the same style of comedy generally championed by teenage boys who spend too much time on Reddit.

Naturally, people weren’t very happy about it.

Srsly? Are the turkeys at @StegglesAus' marketing department thinking with their giblets? https://t.co/RjYAkDhgeA

— Destroy The Joint (@JointDestroyer) September 3, 2015

I like my chicken like I like my 1920s. Sexist. Thanks Steggles! @StegglesAus #fathersday http://t.co/VaoX6iUzFi

— Sara Shields (@SaraAnn2) September 3, 2015

It's @StegglesAus, the brand you buy when you want a side of sexism with your chicken pic.twitter.com/5vtXenVQlt

— Lauren Ingram (@laureningram) September 3, 2015

Though the ad was very quickly pulled from their social media accounts with no public statement, they’ve now offered an apology on Facebook. “We hadn’t intended to offend any Dads by running these ads, and sincerely apologise if we have offended anyone,” they wrote.

There’s a small chance dads weren’t the main group offended by it, but whatever. You get the gist.

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Father’s Day is this Sunday! Maybe just take him out for dinner instead.