Martha Burk takes on the NHL

Nhl_logo_1Martha Burk, the woman who challenged the Augusta National Golf Club to admit women members, is now targeting the NHL, claiming that the league’s upcoming ad campaign is sexist. One new spot, screened in New York this week and set to break next week, shows a hockey player being dressed for a game by his female partner. Toward the end, a young boy is shown cheering as the player walks to the ice. “The woman is dressed provocatively, and when she asks the player if he’s ready, it’s a double-entendre in my view,” Burk tells the Toronto Star. “She’s in the ad as a groomer, a sex object. The commercial is clearly selling sex and violence, and the last image in that commercial is a young boy watching this, so he’s clearly the customer they’re after, or it’s a misguided attempt to draw in families. The ad is just gratuitous.” Burk is organizing a letter-writing campaign to pressure the league over the ad. An NHL rep says the spot shows “no disrespect for women.”

—Posted by Tim Nudd