The Better Together campaign’s latest advert, which appears to aimed at undecided voters, has sent sparks flying across social media.
The clip was released last night and appears to be aimed at undecided voters, titled “The woman who made up her mind.”
Featuring an undecided female, the dialogue questions the debate’s key arguments and the importance of voting on 18 September.
At just under three minutes long, it has been branded as “patronising” and “offensive to women” as the character refers to First Minster Alex Salmond as “that guy off the telly.”
Twitter users have voiced their outrage toward the video using the hashtag “patronisingBTlady.”
The most appalling advert I've ever seen! I thought it was satire!!! #PatronisingBTLady
— James MacMillan (@Rob_Oute) August 27, 2014
#PatronisingBTLady is one of the most insulting, stupid, archaic and sexist political videos ever produced.
— Kirsty (@Kirsty_Roarty) August 27, 2014
#PatronisingBTLady sums up core failing of #indyref campaigning in general. Women treated by both sides as problem to be solved. Depressing.
— Alex Shilling (@alexshilling) August 27, 2014
The new Better Together campaign advert could not be any more sexist towards women. #PatronisingBTLady
— Kat (@katmairi) August 27, 2014
Better Together defended the campaign saying that it “was simply focussing on the future” and that “families had to be at the heart of the debate.”
Campaign director Blair McDougall said: “This film reflects the individual decisions being made by hundreds of thousands of previously undecided voters as the referendum gets ever closer.
“The key factor for people isn’t the love of our country – as both Yes and No voters love Scotland. The key factor is the love of our families.”