Just months after its ads were banned by Exterion Media for "objectifying" an older model, Lumen has returned with an equally offensive campaign.
In an attempt to tackle "everyday ageism", the dating app for over-50s is running a series of ads on the London Underground that feature older models stripped down, with placards protecting their modesty.
You could consider this a lazy attempt to make the "invisible" visible through the sexualisation of the models – until you read the derogatory slur on the placard: "Nobody puts granny in the corner."
This misses the mark on so many levels. Most importantly, it highlights the double standards that mean men are rarely defined by their ability to procreate. Women are labelled "granny", even when they were childless, as soon as grey hair begins to sprout.
Could Lumen's second spectacular fail demonstrate a need for a more diverse leadership team?
Lumen, please stop pigeonholing women with invalidating labels and look to real, fabulous, mature women the next time you’re stuck for an adjective.