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For an ad that claims women are more than their bums, there sure are lots of bum shots in this. Not to mention the soundtrack of women saying ‘bum’ over and over – an odd way to encourage us to think about something other than our looks. Don’t patronise viewers by calling this empowering.

Brand: Wrangler
Title: #MoreThanABum
Agency: We Are Pi
Client: Ilaria Pasquinelli, marketing director