U.S based Youtuber Simone Giertz has taken Facebook to publically call out blatant sexism in Matika Tools‘ latest ad campaign. Giertz, who has carved a solid reputation and audience as a talented inventor, broadcasting her creativity and knowledge over YouTube for quite some time has made a note of how “excluded” she feels by the campaign.

“I rarely feel excluded from making/building as a woman. But this video from Makita Tools USA really does it” she says in a Facebook post. The campaign features images of women in revealing clothing holding the power tools, placing focus on their aesthetic appeal over their knowledge of the functions of the machines.

“I love Makita’s tools. I have invested a lot of money into buying them. I’ve been seen using them in front of hundreds of thousands of people. But it’s so painfully clear, through marketing like this, that I’m not a part of their target group.”

She also suggested that the company use the money to invest in the careers of female makers who don’t often receive respect and attention in the industry.

“Hey Makita, how about retiring the Miss Makita program for 2019 and using that same budget for sponsoring actual female builders?. I can send you a list of names if you need it. Thanks.”

The company has since pulled videos, detailing their ‘Miss Matika 2018’ campaign, and have also set their Instagram page to private.

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