[imagesource: YouTube / 블락]

One of the biggest dairy conglomerates in South Korea has been doused in social media fire after airing a commercial that likened women to cows.

Seoul Milk’s unfortunate ad is wrong on multiple levels, as it depicts a man spying on women who suddenly morph into dairy-producing cattle after he startles them in a field.

Not only is it misogynistic to portray women as farm animals, but it also points to an issue that South Korea has been having with unsolicited filming of women in bathrooms and private spaces.

South Korea’s epidemic of secretly filmed images of a sexual nature is known as molka and is just one way that “deep-seated sexism” manifests in the country.

Seoul Milk’s ad was uploaded to its official YouTube channel on November 29, but it was deleted shortly after.

Get ready for 37 seconds of ‘oh no’:

Insider has the translation:

The ad opens with the man narrating his path through the forest, saying: “We finally succeeded in capturing them on camera at a pristine location where nature is preserved in its purity.”

“They drink clean water from pure nature, consume an eco-friendly organic diet, and live peacefully in a placid environment. I will try to approach them cautiously,” continues the man’s narration.

The commercial ends with the tagline: “Clean water, organic feed, 100% pure Seoul Milk. Organic milk from an organic ranch in the pleasant nature of Cheongjang.”

Commenters on Seoul Dairy’s social media pages vowed to never drink their milk again, reasoning that “humans should never be described as cattle, and spy-camming can never be used as advertisement material”.

One YouTube user commented on the video saying, “Molka plus Misogyny. Just amazing.”

When the milk company took the ad down on December 8, they released an apology saying that they “bow [their] heads in apology”.

[source:insider]