Bic's 'Happy Women's Day' Advert Really Takes The Sexist Biscuit

The chain of command at Bic South Africa was well and truly asleep over the weekend as this mind-blowing ad was somehow given the OK...

That's right, celebrate 'Happy Women's Day' with an incredibly patronising post insinuating the female brain will never reach the dizzying CEO boardroom heights of its male counterpart.

There are no words.

Well actually there are, as much of Twitter demonstrated...

Look like a sexist
Act like a sexist
Think like a sexist
Work like a sexist
#HappyFuckingMoronicAdAgencyDay! pic.twitter.com/TkbXHbQFTU
— Tom Eaton (@TomEatonSA) August 11, 2015

@TomEatonSA Is this for real?
— Paul (@_p_x_l) August 11, 2015

@TomEatonSA @BernardKeane ARE YOU FUCKING SERIOUS?
— who is also a lion (@doctormcdougall) August 11, 2015

@elelibs That has to be a pisstake. No company of that size and reach would post something that stupid, would it?@TomEatonSA
— Mr Hepzn (@MrHepzn) August 11, 2015

@TomEatonSA one word: nauseating
— Su Birch (@subirch) August 11, 2015

Needless to say the post was taken down and an apology swiftly issued...

Hi everyone. Let’s start out by saying we’re incredibly sorry for offending everybody - that was never our intention,...
Posted by Bic South Africa on Tuesday, August 11, 2015

Not that it helped much...

@elainephipps they've already apologised on their Facebook but blamed it on stuff they found on another blog. Oh dear.
— Emma Foster (@emmaf20) August 11, 2015

@TomEatonSA what utter fuckery
— Oh Claire (@_darlingclaire_) August 11, 2015

@TomEatonSA @Ricky27_263 Wow. Not often I am rendered speechless. Wait, I need to think more like a man...
— Elelibs (@elelibs) August 11, 2015

@TomEatonSA From the people who brought us the 'lady pen'! http://t.co/p9o4HFIMYK
— Marlapropism (@marlapropism) August 11, 2015

@TomEatonSA @KatieKhaleesi think like a man??? Seriously? The rest of it wasn't TOO bad but of women thought like men we'd be screwed.
— PoliticsScotland (@PoliticsScot) August 11, 2015

We're not sure what's worse, this advert or the pink Bic for Her range.

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