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Veet's 'Don't Risk Dudeness' Ads Border On Homo- And Transphobic: VIDEOS


Veet is advertising its hair-removal products with ads that implying that women turn into dudes if they go even one day without shaving their legs and armpits. The ads go a step further by suggesting that men are rightfully repulsed by such women, depicting them as a bearded, bearish dude with a lady's voice.

The not-so-subtle subtext is that if you don't conform to men's standards of beauty, you're a unattractive dude worthy of rejection from your boyfriend, taxi drivers, EMTs, manicurists, Veet and viewers at large. Furthermore, being attracted to any person with body hair makes you gay or a lover of mannish women.

Yes, the ads are meant to be lighthearted and funny, but the underlying sexism, homophobia and transphobia has not gone un-noticed by ad groups.

Check out the ads AFTER THE JUMP...

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  1. How is this homophobic again?

    Posted by: Christian | Apr 8, 2014 9:12:39 PM

  2. I'm not seeing any sexism, homophobia or transism in these ads at all.

    Posted by: JP | Apr 8, 2014 9:21:47 PM

  3. Under that logic, is this ad sexist and straight phobic?

    Posted by: JP | Apr 8, 2014 9:26:22 PM

  4. "Dudeness" Girly-Cub is cute! =D

    Posted by: jexerer | Apr 8, 2014 9:32:00 PM

  5. These are no more offensive than an Axe body spray ads. Advertising to female douchebags is no more offensive than advertising to male ones

    Posted by: Jmac | Apr 8, 2014 9:34:51 PM

  6. come on... what really bugs you is the women are turning into men and not the other way.

    and if it is sexist its sexist against men... oh no the most horrible thing happened, I have guy pits. Its offensive to chubby, hairy guys

    Posted by: Homo Genius | Apr 8, 2014 9:35:33 PM

  7. I clicked on "comments" purely to see the parade of posts saying how this ad was perfect in every way.

    Once again, Trollroad did not disappoint.

    Posted by: oncemorewithfeeling | Apr 8, 2014 9:42:03 PM

  8. I'm not sensing any homophobia or transphobia, but it's definitely sexist. A women who goes one day without shaving is supposed to be as disgusting as a man who never shaves (it assumes/asserts such a man is ugly), and although men and women both have body hair, women alone are expected to eliminate it aggressively, mainly to please men.

    Posted by: JJ | Apr 8, 2014 9:47:27 PM

  9. I don't know, intimating to guys that if their girlfriend doesn't have hairless legs, he risks being gay ::gasp:: seems to play to homophobic notions. Regardless, it certainly is sexist. Remember ladies, if you aren't smooth, you're a man.

    Posted by: LiamB | Apr 8, 2014 10:05:46 PM

  10. Put me in the category of gay guys who like my men hairy and my women mannish.

    Not that there's anything wrong with that.

    Posted by: johnny | Apr 8, 2014 10:10:23 PM

  11. I'm not sure why we care what messages this sends straight people about straight women's body hair

    Posted by: Homo Genius | Apr 8, 2014 10:19:01 PM

  12. Yeah, these ads are pure trash. Women can have hairy legs and still be feminine. Men can wear dresses and not be made into a joke. Simple as that. Veet doesn't get it.

    Posted by: Reality | Apr 8, 2014 10:44:10 PM

  13. Having spent many years in advertising, let me make a blunt statement: most advertising is stupid. These are just slightly more stupid than others.

    The most stupid one takes place in the ambulance. Apparently, having just been in an accident severe enough to require a neck brace and ambulance, this ad suggests that the most important thing to worry about is whether the EMT person notices the stubble on your legs.

    Posted by: gr8guyca | Apr 8, 2014 11:05:04 PM

  14. @gr8guyca sorry but I know many straight women who would be obsessing about that all the way to the hospital.

    Posted by: Homo Genius | Apr 8, 2014 11:27:25 PM

  15. This may appear sexist but have you ever thought that a woman may have designed the ad? Not all sexist ads are designed by men.

    Keep in mind that women are the ones who often put pressure on other women to conform to feminine beauty standards.

    Posted by: brian pence | Apr 8, 2014 11:50:54 PM

  16. Seems homophobic, transphobic, and manages to be both misogynistic and misandric at the same time. That's quite a feat.

    (and it's irrelevant who designed the ad)

    Posted by: Randy | Apr 9, 2014 1:25:55 AM

  17. I just don't see it. . . . . .

    Posted by: Andrea | Apr 9, 2014 2:44:18 AM

  18. STFU Dan Villarreal. If these marketers studied homophobia for 10 years, they could never create anything as homophobic as the garbage you have written at Queerty and spread across the internet. Garbage which has been used in Russia and Estonia and in Africa to persecute gay people. You are a disgusting human being and for the rest of your miserable life you will own the damage you caused.

    Posted by: Leantos | Apr 9, 2014 2:54:56 AM

  19. Um, yeah. It's "sexist" if str8 guys don't like women who are hairy. Straight men now have a moral obligation to be turned on by hairy, masculine women. What an ass UR Dan!

    Posted by: JMartindale | Apr 9, 2014 3:00:57 AM

  20. I look forward to the day when we don't try to over analyze every single thing just so we can pull the victim card.

    Posted by: wheelie81 | Apr 9, 2014 4:19:29 AM

  21. What Wheelie181 said.

    Posted by: mitch | Apr 9, 2014 8:25:04 AM

  22. There is nothing wrong with these ads at all.
    It's comedy. Nothing more.
    Our country needs to lighten the f' up already...

    Posted by: James | Apr 9, 2014 4:47:17 PM

  23. What's the problem, other than the fact that it's not a great commercial?

    Posted by: Gigi | Apr 9, 2014 5:19:49 PM

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