In July 2008, BMW in Greece released an advertisement for BMW Premium Used Cars depicting a young, teenage girl with the line, "You know you're not the first." The sexist ad degrades women by comparing women to used cars and is especially disturbing because the sex object appears to be a child (under the age of 18).
We the undersigned ask that the CEO of BMW, Norbert Reithofer, and the creators of the advertisement, Theodossis Papanikolaou and David Kaneen, issue a public apology and cease to distribute the advertisement.
We the undersigned are appalled by a recent advertisement that BMW ran for its Premium Selection Used Cars. The advertisement, which depicts a young woman and the line, "You know you're not the first," is degrading and insulting. Arguably, the young woman appears to be a teenage girl which makes the advertisement even more inappropriate. Women represent the largest purchasing block in the world and this advertisement has put BMW at risk of losing female purchasers.
We ask that BMW issue a public apology for the insulting advertisement. We also ask that BMW cease to print this advertisement. In the future, please be more considerate and mindful of your advertising decisions.
Thank you for your time.
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