Marketing Agency Assumes Responsibility After Criticism for Sexist Video

Advertisement Sparks Debate Over Sexism and Creative Control in Argentina

September 22, 2025

A recently released promotional video for a Crespo service station in Entre Ríos, Argentina, quickly drew widespread criticism due to its perceived inappropriate and sexist content. The ensuing controversy led to Aixa Agency Digital Content, the firm behind the advertisement’s creation, publicly assuming complete responsibility for the project.

The advertisement, initially shared on the service station’s official social media accounts, owned and operated by Erich Wagner and Cía. SRL, promptly prompted inquiries directed toward the company. However, Aixa Digital Content swiftly issued a statement clarifying its exclusive authorship of the video, emphasizing that the service station bore no responsibility.

Agency Takes Ownership of Content

The creator of the advertisement released a statement asserting, “I want to address you with complete transparency. The recently published content was conceived and produced entirely by me. Furthermore,I am the individual featured in the video and the person responsible for communication as the Community Manager.”

Acknowledging potential misinterpretations, the content creator added, “I understand that the presentation of the message could be subject to differing interpretations. As a woman, I recognize the sensitivity surrounding certain messages and accept responsibility for not having conveyed it with greater clarity.”

Did You Know? According to a 2024 report by Statista, approximately 79% of social media users in Argentina are active on platforms like TikTok and Instagram, making them crucial channels for advertising, but also ripe for rapid public response to content.

Similar Content Proliferates Online

Despite the substantial public rebuke directed at the advertisement, comparable videos are commonly found and frequently celebrated on platforms such as TikTok. This contrast raises questions about shifting societal standards and the varying levels of scrutiny applied to content across different platforms.

The agency representative explained that the original intent was to communicate in a “positive and approachable” manner, but expressed regret over the adverse reaction. The representative reiterated that Erich Wagner and Cía. SRL had no involvement in the content’s growth or execution, emphasizing Aixa Digital Content’s sole accountability.

The agency’s representative concluded by expressing gratitude for the understanding shown by those who supported their clarification, framing the experience as a valuable professional learning chance: “This also serves as a lesson in improving our communication strategies.”

Entity	Role
Crespo Service Station	Advertised the video.
Erich Wagner and Cía. SRL	Operates the Crespo Service Station.
Aixa Agency Digital Content	Created and published the advertisement.

Pro Tip: Brands should thoroughly vet all advertising content for potential sensitivities,especially when targeting diverse audiences,and have a clear crisis communication plan in place.

What responsibility do advertising agencies have in ensuring their content aligns with societal values? How do platforms like TikTok influence the boundaries of acceptable content?

The evolving Landscape of Advertising and Social Responsibility

The case highlights the growing importance of social responsibility in advertising. consumers are increasingly aware of the potential impact of marketing messages and are quick to voice their concerns on social media. This has led to a shift in the industry,with more brands prioritizing ethical considerations and inclusivity in their campaigns.

Furthermore, the rise of user-generated content and viral marketing means that brands have less control over their messaging. A single controversial advertisement can quickly spread online, damaging a company’s reputation. This necessitates a proactive approach to risk management and a commitment to transparency. The Association of National Advertisers offers resources for responsible advertising practices.

Frequently Asked Questions

• What was the main issue with the advertisement? The advertisement was criticized for content considered inappropriate and sexist.
• Who took responsibility for the advertisement? aixa Agency Digital Content, the agency that created the advertisement, took full responsibility.
• Did the service station have any involvement in creating the advertisement? No, the service station stated thay had no involvement in the content’s creation or execution.
• What did the agency say about the negative reaction? The agency expressed regret and stated it was a learning experience.
• Are there similar types of videos on other platforms? yes, similar videos are common on platforms like TikTok, frequently enough receiving positive engagement.
• What is the importance of social responsibility in advertising? Consumers are increasingly demanding ethical and inclusive advertising campaigns.
• How can brands avoid similar controversies? Brands should thoroughly vet advertising content and have a clear crisis communication plan.

Share your thoughts on this story in the comments below!

What steps can marketing agencies take to prevent similar incidents of creating offensive advertising content?

The Fallout: Initial Reactions & Public Outcry

The digital marketing landscape demands sensitivity and awareness. Recently,[AgencyName-[AgencyName-replace with actual agency name]found itself at the center of a significant controversy following the release of a promotional video widely criticized as sexist and objectifying. The immediate reaction was swift and severe. Social media platforms erupted with condemnation,using hashtags like #MarketingFail,#SexistAdvertising,and #[agencyname]Apologize.

The core issue stemmed from[Specificallydescribetheproblematicelementsofthevideo-[Specificallydescribetheproblematicelementsofthevideo-replace with details]. Critics argued the video perpetuated harmful stereotypes, reduced individuals to their appearance, and ultimately undermined the agency’s credibility. Initial responses from the agency were perceived as defensive, further fueling the fire. This highlights the critical importance of proactive crisis dialog in the age of instant feedback.

Understanding the Damage: Brand Reputation & Financial Impact

A sexist marketing campaign doesn’t just trigger social media backlash; it carries ample risks to a brand’s long-term health. Here’s a breakdown of the potential damage:

* Reputational Harm: Loss of trust from consumers,particularly those who value inclusivity and ethical marketing practices.This impacts brand perception for years to come.

* boycotts & Reduced Sales: Calls for boycotts can directly translate into decreased revenue. Consumers are increasingly willing to vote with their wallets.

* Client Loss: Existing clients may distance themselves from the agency to avoid association with the controversy.

* Talent Acquisition Challenges: A negative reputation can make it difficult to attract and retain top talent. employees want to work for companies with strong values.

* Legal Ramifications: depending on the nature of the content and local laws, legal challenges are possible.

The financial impact can be significant.studies show that companies experiencing major PR crises can see their market value drop by as much as 20-30% in the immediate aftermath. Effective crisis management is therefore paramount.

The Agency’s Response: Taking Accountability

After initial missteps, [Agency Name] issued a formal apology via[Platform-[Platform-e.g., Twitter, LinkedIn, company blog]. Crucially, this apology went beyond simply stating “we’re sorry.” It included:

1. Acknowledging the Harm: Specifically recognizing the ways in which the video was offensive and harmful. The agency stated, “[Quotefromtheapology-[Quotefromtheapology-replace with actual quote].”
2. Taking Full Responsibility: Avoiding blame-shifting and accepting accountability for the content. they emphasized that the video did not align with their company values.
3. Removing the content: Immediately pulling the video from all platforms.
4. Internal review & Policy Changes: Announcing a complete internal review of their creative processes and advertising guidelines to prevent similar incidents in the future.This included mandatory diversity and inclusion training for all employees.
5. Commitment to Change: Outlining concrete steps they would take to demonstrate their commitment to inclusivity and responsible marketing.

This shift in approach – from defensiveness to genuine accountability – was a critical turning point.

The Importance of Diversity & Inclusion in Marketing

This incident underscores the vital role of diversity and inclusion in modern marketing. A homogenous team is more likely to produce content that reflects unconscious biases and overlooks the perspectives of diverse audiences.

Here are key steps agencies can take:

* Diverse Hiring Practices: Actively recruit and hire individuals from a variety of backgrounds, ethnicities, genders, and perspectives.

* Inclusive Creative Briefs: Ensure creative briefs explicitly address the need for inclusive representation and avoid harmful stereotypes.

* Bias training: Provide regular training to employees on unconscious bias and inclusive marketing practices.

* Diverse Review Panels: Establish review panels comprised of individuals from diverse backgrounds to assess marketing materials before they are released.

* Audience Research: Conduct thorough audience research to understand the values and sensitivities of target demographics.

LSI Keywords: inclusive marketing, ethical advertising, brand values, unconscious bias, representation in advertising.