Germany’s transport ministry is facing backlash for using a scantily clad model in a bicycle-safety ad, according to reports.
The saucy cycling PSA features Germany’s Next Top Model contestant Alicija Köhler wearing a violet helmet and a lacy bra. It’s captioned: “Looks like s–t. But saves my life” — referring to the helmet.
But the women’s coalition of Germany’s Social Democratic Party said they want cyclists to have skin in the game when it comes to safety — just not that much.
“It is embarrassing, stupid and sexist for the transport minister to be selling his policies using naked skin,” coalition chairwoman Maria Noichl said, according to the Guardian newspaper.
Another politician on the left took a swipe directly at conservative transport minister Andreas Scheuer on Facebook.
“Dear Andreas Scheuer: fully dressed also goes well with a helmet!” wrote Germany’s family affairs minister and SPD party member Franziska Giffey, along with a photo of herself clothed with a bicycle.
The transport ministry defended the ads, which are supposed to run on German billboards starting Tuesday.
“A successful road safety campaign should jolt people and can be polarising,” the spokesman said.