PICTURE: Is This the Most Sexist Advert for an Irish Company You’ve Ever Seen?

Just when you think that we're getting places with feminism, equality and respect for both sexes... along comes an advert like this to send us all back to the dark ages. Kudos to Kevin Burke Tyres in Athenry for single-handedly painting all women drivers as complete idiots who know absolutely nothing about the high-powered vehicles we somehow manage to get our dainty little bums into every single day. The advert, published in this week's Galway Independent, promotes an upcoming "Ladies Tyre Awareness Evening", with the not-at-all-condescending line "There is more to Tyres than just been round and black". Needless to say, that spelling error is his, not ours. Perhaps next week, how to manage that big ol' steering wheel with your tiny woman hands? Hat Tip: Cheers to our JOE.ie bro Eric Lalor for sending this one our way.