Skift Take

As much as Ryanair's leadership complains of the old, foolish ways of legacy carriers, the way it thinks about flight attendants is a good fifty years out of date.

… as unhelpful as these adverts are (with their 1950s gender stereotypes insidiously pumping into living rooms and children’s developing world views), on the scale of offensive, harmful exploitation they are not in the same league as the Ryanair cabin crew calendar and its associated “Red Hot Fares and Crew” campaign.

The ads, featured on the front page of Ryanair’s website, feature an image of a cabin crew member in a bikini, and explicitly suggest that the “red hot” crew are part of the reason holidaymakers should book, whilst implicitly suggesting that customers are purchasing the right to ogle airline staff as part of their ticket price.

Ryanair’s “behind-the-scenes” video of the calendar shoot:

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Tags: advertising, ryanair

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