Intel's laptop ad in China angered men when it was released and then angered women when it was removed.
The semiconductor manufacturer's ad was accused of being sexist by both - but for different reasons.
Intel published an ad in China featuring popular stand-up comedian Yang Li last week. In the video ad, Yang joked about how Intel's taste in laptops was like her taste in men. Male users quickly criticized the ad and Intel for insulting the very customers that were more likely to purchase its products.
Some male users had called for a boycott of Intel's products. By Monday, Intel had decided to completely remove the ad, which was published on several Chinese social media and e-commerce platforms such as Taobao and Sina Weibo.
By removing the ad, Intel received a flood of complaints from female activists and groups. Intel was accused of being sexist by appeasing fragile male egos. One post on Intel's official Weibo account had attracted more than 23,000 comments in just a few days.
People argued about how Intel was appeasing men's egos and how it only cared about male customers. Intel's operations in China were also put in question, with one user asking why the company never had a female representative.
Intel issued a response to the backlash and said that the response to the ad was "unexpected." Intel said that it was still committed to promoting diversity inside and outside the company.
"Diversity and inclusion are important parts of Intel's culture. We fully recognize and cherish the diverse world we live in, and we are committed to creating an inclusive workplace and social environment with partners from all walks of life," Intel said in a statement.
Conversations about gender equality in China have increasingly become polarizing with more women now becoming vocal about the state of diversity in the country. Comedians such as Yang have become the center of conversations, particularly due to her incisive ribbing of the country's male population.
Some experts have claimed that feminism in China is now on the rise. Women have started to demand equal rights and treatment. Some feminist groups have also begun criticizing the media for how it frames gender-related stories.
