Trashing Ukraine for profit leading up to Euro 2012


Insiders will tell you that Dutch energy firm Nederlandse Energie Maatschappij has been accused of bad advertising before and even of questionable business practices, and don’t have a good reputation. This time, they’ve really outdone themselves: they’ve trashed a country, subjected another to gender stereotypes and told everyone not to go to the Euro 2012 in Ukraine (yes, partially being held in Poland).

The website with porno posing ‘shopped Ukrainian women is actually online as part of this media strategy and basically says ‘keep him [your guy] at home’. You keep him at home, away from the mail order porno brides by switching energy firms and receiving a home beer tap that’s all pimped up in Dutch team colours. Ukrainian women are sluts, Dutch women need to worry about not being so chunky and keeping their stupid football crazed men at home using beer.

I’m a ref and I am holding up a red card right now.

Imagine if the makers had picked on Polish women, considering the recent wave of Poland bashing some Dutch politicians have inflicted on the rest of us. Picking on Ukraine was probably the only culturally sensitive thing this company did.

UPDATE: Adversing blog Adformatie quotes the makers of the advert as ‘reflecting pure reality’ because Ukraine gladly profiles itself as having beautiful women. I never thought fake pictures looked anything like reality.

(Link:, Photo of Ukranian woman by my3colors, some rights reserved)


  1. YRM says:

    Yellow card to the author. It’s not ‘the Ukraine’, just Ukraine.

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