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A clever ad but is this really sexist?

TG4 has gotten into a spot of bother for an ad it never broadcast but which leaked out on social media. The ad shows what at first glance looks to be a pregnant woman in a Cork jersey.

When you look closer you realise she is holding a football, not a stomach bump. The strapline reads 'The most important nine months of a woman's life' and promotes the Ladies' football championship. Clever ad. A lot of people believe it's also sexist and offensive.

But it's still clever.

Surely if we are to get all hot and bothered about sexism in the GAA we should complain about the use of 'ladies' instead of 'women's'?