Clothing Brand Apologizes for Mother’s Day Ad of a Woman Poking Holes in Condoms

This is not how you should get pregnant.

Spanish clothing company Desigual is catching flak for releasing a TV ad featuring a woman hoping to get pregnant by poking holes in her condoms, pegged to Mother’s Day in Spain, which was on May 4.

In the original version of the spot, a woman stands in front of a mirror and stuffs a cushion up her dress to admire her would-be pregnant stomach, then coyly plays with a pin before poking it through a green pack of condoms:

A copy uploaded by YouTube user jotaTVQ has started going viral, racking up more than 1.7 million views by late afternoon Tuesday.

The campaign has caused outrage on the Internet, with some calling it “wildly offensive” and others pointing out that it endorses dishonest and dangerous behavior.

In an updated blog post in Spanish, Desigual apologized for offending viewers, and stated that its intention was to produce a humorous spot. It has released another version with the controversial pin-pricking edited out.

Spain is currently poised to vote on a strict abortion ban, except in instances of rape or a threat to the health of the mother. Pro-choice activists even set up a fake pop-up “abortion travel agency” in Madrid last month.

Tap to read full story

Your browser is out of date. Please update your browser at http://update.microsoft.com


Dear TIME Reader,

As a regular visitor to TIME.com, we are sure you enjoy all the great journalism created by our editors and reporters. Great journalism has great value, and it costs money to make it. One of the main ways we cover our costs is through advertising.

The use of software that blocks ads limits our ability to provide you with the journalism you enjoy. Consider turning your Ad Blocker off so that we can continue to provide the world class journalism you have become accustomed to.

The TIME Team