# Controversial Criminal Ad Campaigns 'Thelma & Louise' Relish Ad Promotes Violence Against Women? By lourdes sanchez bayas | Published 2009-02-10 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/movie-themed-violence-thelma-and-louise-based-ads-promotes-violence-against References: [fashioncopious.typepad](http://fashioncopious.typepad.com/fashioncopious/2009/02/italybrazil-crisis-over-relishs-thelma-louise-like-ad-campaign.html) & [relish.it](http://www.relish.it/relish/RELISH09SS/index.html) There are very strong insinuations that Brazil is not too happy with Italy right now. The problem has to do with a very strong S/S '09 [print campaign](https://www.trendhunter.com/trends/contemporary-femininity) for the Italian brand Relish that was photographed in Brazil and shows two women being manhandled by Brazilian police. Inspired by the movie 'Thelma & Louise,' which is about two women on the lam, the Relish print ads depict two glamorous and fashion-conscious women on the run who are violently arrested by the Brazilian police. Many people in Brazil are up in arms and there have been allegations that the ads promote [violence against women](https://www.trendhunter.com/trends/songs-of-siren) and depict them as prostitutes. The saga continues and there have been speculations that this Relish print ad campaign may escalate into a political scandal between the two countries. ## Trend Insights (Trend Hunter) - Score: 6.1/10 - Popularity: 88% | Activity: 88% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Media](https://www.trendhunter.com/media) ## Key Themes ### What's Driving This Trend - **Controversial Ad Campaigns:** This trend highlights the need for businesses to create responsible and ethical marketing campaigns. - **Gender-based Violence Awareness:** This trend highlights the importance of businesses taking a stand on gender-based violence and using their platforms to create awareness. - **Cultural Sensitivity in Advertising:** This trend shows the importance of understanding and respecting cultural sensitivities when creating advertising campaigns. ### Who This Affects Most - **Fashion:** The fashion industry has the opportunity to promote responsible and ethical advertising campaigns that do not promote violence or promote negative stereotypes. - **Media and Advertising:** The Media and Advertising industry can use their platforms to create awareness about gender-based violence and promote cultural sensitivity in advertising. - **Politics and Diplomacy:** The political and diplomatic industries can work towards ensuring that foreign advertising campaigns do not offend or promote negative stereotypes about their countries. ## Related on Trend Hunter - [Anti-Gender Violence Campaigns](https://www.trendhunter.com/trends/antigender-violence-campaign.md) - [Provocative Guerrilla Campaigns](https://www.trendhunter.com/trends/mwcurated.md) - [Branded Anti-Harassment Initiatives](https://www.trendhunter.com/trends/paywall-down-campaign.md) - [Restyled Cinematic Makeup Campaigns](https://www.trendhunter.com/trends/il-pranzo-campaign.md) - [Soccer Match Women's Aid Ads](https://www.trendhunter.com/trends/womens-aid-campaign.md) - [Bread Bag Awareness Campaigns](https://www.trendhunter.com/trends/tellthewholestory-campaign.md) - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [Unapologetic Lingerie Campaigns](https://www.trendhunter.com/trends/mariemurs-judge-me-guilty.md) - [Empowering Summer Campaigns](https://www.trendhunter.com/trends/empowering-summer-campaign.md)