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A Ring of Fire marketing video posted on YouTube that uses models in swimwear is being criticized as sexist.
KWG Resources produced the video to highlight the benefits of the Ring of Fire development, a proposed plan for chromite mining and smelting development project in the James Bay Lowlands of Northern Ontario. Roads and electricity are needed, but work has been stalled by low metal prices.
The video features a two women at a lake discussing the benefits that would come from developing the Ring of Fire. As of posting this news story, the video had over 10,970 views.
KWG Resources is a exploration stage company focused on developing properties within the Ring of Fire. The CEO of KWG defended the video stating that he is looking for ways to draw attention to issue and “attractive women attract eyes,” according to an interview he gave with the Globe and Mail.
Theresa Longo, one of the models used in the shoot, is an actress and former pageant queen. She has over 70,000 followers on Twitter.
In today’s who-thought-this-was-a-good-idea file: mining co uses bikini-clad women to advertise chromite deposit https://t.co/cT1WI4HbUR
— Kerry Klein (@EineKleineKerry) August 10, 2016
Should we really be surprised that an industry whose business model is to rape the earth, is tone-deaf sexist too? #miningminute #KWG — deltaslide (@deltaslide) August 10, 2016
Probably the best comment was made by @KentDriscoll, and Longo replied.
9 Comments
SJEqualizer
Best mining commercial. Ever.
Bob
huehuehuehue
Carol Miller
sexist bexfist misogyny, Equal rights, Political correctness.– Aren’t we all sick of it?????? I am. So what if a woman gets a whistle, lucky her. Stupid rubbish gone too far. You can’t open your mouth without being labeled any of the above or racist, bigot and on and on it goes.
PJF
Unfortunate that Hillary Clinton was busy with the 2016 USA presidential election. Would have been perfect sitting in an Abram Tank or a Bradley Fighting Vehicle!
Bruksmentalitet
I’m buying.
Max
Ah, ah, dumb commercial!!! But sexist???? Why would it be ok for a beer commercial but not for a mining corporation??? This is 21st century people…
Max
You know, it’s true, it is sexist, men are under represented 😉
Obama IS-A-POS
After that awesome commercial, I’m buying some land in northern Ontario, hosers.
goldfinger
Well if they used some old shrivelled up male geologist or worse still a metallurgist with a shirt pocket full of different pens, no-one would watch it. I want to go to Ontario now. But only in Summer. In winter these babes wont be using bikinis.