A Dartmouth woman says her "inner feminist is losing her ever-loving mind" after she received a flyer from the lease-to-own company Easyhome, featuring a scantily-clad woman in hockey gear and the slogan, "we're pulling the goalie so you can score."
The flyer features a picture of a woman wearing goalie pads, but little else.
Stephanie Varner Watt said the model in the image is doing a "sexy hair shake thing" seen "in every bad rock video."
"I don’t think Kim St. Pierre wears those," Watt said, describing the model’s blue underwear-like bottoms.
'Would you feel safe if the place that sponsors you is basically saying all the girls here you’re just objects?'—Stephanie Varner Watt
"After all the news about misogyny at [Saint Mary’s University] and in our culture in general, this flyer was delivered to my house today," she said.
Watt said the ad objectifies women.
"We’re objects to be bought like the television and the other items in the store," she said.
"With everything that’s going on in the world right now, and in Nova Scotia, who thought this was a good idea? If you really want to pull the goalie she should be dressed like a goalie."
Watt told CBC's Mainstreet she’s concerned Easyhome sponsors the Boys and Girls Club of Canada.
"They are there to empower kids and to give them a place to feel safe. Would you feel safe if the place that sponsors you is basically saying all the girls here you’re just objects?"
Easyhome, a lease-to-own company for home furniture, appliances and electronics, declined to do an interview with CBC.
A spokesperson for the company sent a statement saying, "the interpretation of creative images and messages can be very subjective. What appeals to one person may not appeal to another and that can trigger mixed emotions."
"Our objective was not to offend and we apologize if this is the case."