Appearing at various locations on the Tube, the ad features a ‘guilty’ looking fellow, who appears to have gone for a large one with the ‘lads’ the night before and is having to make it up to his ‘missus’.
Don’t worry manly man, USPAAH knows how to “keep her sweet”.
Because you know what keeps women happy? Spas. Pampering. And anything else superficial and stereotypical. Just like men only like football and pints.
Needless to say, people weren’t buying any of that shit:
i find it so senselessly irritating - 'keep her sweet' really?!— Luke Courtier (@Lukecourtier) March 9, 2017
One person in particular used the ad to highlight why women were marching for International Women’s Day:
To which USPAAH replied, um, defensively:
yes, yes how very dare one partner in a relationship buy the other a gift to say sorry?! Get us to the protest right now!— U S P A A H (@USPAAH) March 9, 2017
we surveyed most annoying habits of partners. This was it in terms of light hearted reasons. This is not anti feminist in our mind— U S P A A H (@USPAAH) March 9, 2017
Before adding that they are a company run by women:
this is the kind of comment that really lets our side down. Uniformed, unsupportive of a biz set up by women to support busy women— U S P A A H (@USPAAH) March 9, 2017
And to be fair, their Twitter feed is full of feminist comments and a reasonable amount of support from other Twitter users saying people just need to lighten up.
In an official statement to ELLE, they have underlined that fact once again.
“Rest assured, as a company run entirely by women, working with almost a female only team of beauticians and therapists and serving a predominantly female clientele, we very much understand the needs of modern women,” they told the magazine.
“The campaign draws on funny anecdotal experiences of our own lives as strong independent business leaders, wives, partners and girlfriends. We stand by our advert whole heartedly and we're busy planning our next set of campaigns.”
USPAAH added: “Just because it is 2017 does not mean couples don't argue and as far as we are aware it's still OK to receive a gift as part of an apology... as a company, we are incredibly sensitive to what matters, and mean no offence by our tongue-in-cheek adverts.
“For all the negativity we've also received tonnes of positive and supportive messages from many people on how difficult it is to not offend someone in 2017.”
USPAAH probably had the best intentions, but it does kind of seem that at a time when women’s rights are at the forefront of people’s minds, like this ad says: #SaveYourself and your gender stereotypes.