GLASGOW, Scotland (AP) – When the campaign to keep Scotland in the United Kingdom launched a recent TV ad, the spot went viral – but for all the wrong reasons.
In a kitchen, a woman complains that while her husband can’t stop talking about the independence referendum, she doesn’t have time to think about voting because she’s too busy with housework.
Within hours, spoof videos appeared online, mocking the perceived sexist tone. “The tone of the whole video was completely outdated, sexist and insulting to women,” said Sandra Geddes, a 33-year-old office worker who said she plans to vote no on independence even though she was angered by the commercial.
In the battle of the ads in Scotland’s independence debate, the Yes camp is scoring the most points – and that may be a factor in the surge that has given it a chance of winning on Sept. 18 after months trailing far behind. While the “Better Together” campaign has been derided for old-fashioned, even patronizing ads, the breakaway side has engaged voters with a slick and humorous campaign that presents a dynamic picture of Scotland.
The pro-independence camp recently won hearts with a poster of a baby’s hand in the tender grip of a parent with the slogan “Scotland’s future in Scotland’s hands.” While it appealed to a sense of family, it didn’t smack of conservative “family values” as some of the No campaign’s ads are seen as doing. Critics claim pro-unity posters bearing messages such as “we love our kids, we’re saying no thanks” are offensive for implying Yes campaign supporters don’t love their families.