Tube passengers noticed that The Current War film poster had left out its female stars. So, they decided to correct it themselves.
Sexism in advertising is nothing new, unfortunately. Even with the ban on gender stereotyping from the Advertising Standards Authority (ASA), incidences like this aren’t covered by the law.
The Current War film poster shows actors Benedict Cumberbatch, Tuppence Middleton, Michael Shannon, Nicholas Hoult, Tom Holland and Katherine Waterston.
However, only the male actors were named.
BBC Radio 1’s film critic, Ali Plumb, picked up on the addition of Katherine Waterston and Tuppence Middleton’s names and captioned it: “Well played.”
The now viral tweet received a barrage of responses in support for the mysterious person who wrote the names of Katherine Waterston and Tuppence Middleton on the poster.
The film’s association with Harvey Weinstein meant that it was delayed because of the Me Too movement, making this faux pas even more eye-roll inducing.
The reactions to the poster, though, did reinvigorate some of our faith in humanity.
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How? After EVERYTHING???— Shappi Khorsandi (@ShappiKhorsandi) September 6, 2019
First of all; it bugs the hell out of me that the names are not above the right faces, second; why leave out the female leads? It's 2019! pic.twitter.com/4GfJmBUcWH— Kati 🖖🏻 (@Keet67) September 4, 2019
😐 hope they get it right in the actual movie. Oy. pic.twitter.com/8IWm9ICa9y— Sarah (@michiamosarah) September 7, 2019
“How? After EVERYTHING??” Shappi Khorsandi wrote, presumably in reference to the delay around the film.
Many people also pointed out that the names weren’t even above the right faces, meaning the designers had to go above and beyond to create this “sexist” poster.
On closer inspection, people also pointed out that they didn’t even spell Katherine Waterston’s name right in the credits at the bottom.
“Unbelievable.” One person astutely commented.
Whilst the ASA stepped in earlier this year to ban harmful stereotyping in adverts, there isn’t anything in the “rules” to legally stop this form of sexism.
The ASA is responsible for administering broadcast and non-broadcast UK Advertising Codes across all platforms, including social media.
The review it conducted into gender stereotyping in adverts found that the stereotypes “restricted choices, aspirations and opportunities for children, young people and adults”.