The No campaign’s video, aimed at female voters undecided on Scottish independence, has been criticised for being sexist and patronising

This article is more than 6 years old

This article is more than 6 years old

How do you attract undecided female voters? Not with Better Together’s latest ad campaign, it appears.



The anti-Scottish independence campaign Better Together inadvertently created a meme on Tuesday evening after airing an advert aimed at women, which was derided as being “sexist” and “patronising”.

In an advert titled “The woman who made up her mind”, an actor plays an initially undecided Scottish woman weighing up the pros and cons of independence from her kitchen, with a cup of tea in hand. After complaining about her husband talking about the referendum in the morning and claiming “there’s only so many hours in the day” for her to make a decision, she eventually decides to vote no.

The ad played out on STV and BBC on Tuesday evening.

Unfortunately for Better Together, the campaign hasn’t quite hit its mark. Instead, it has spawned an internet meme: namely, #PatronisingBTlady. On Tuesday evening and for some of Wednesday morning, the hashtag was trending as numerous people, mostly those supporting Scottish independence, mocked the broadcast via social media channels.

There was the inevitable overlay of bolded white text:

Declan B (@YesWithDex) Comedy gold from @UK_Together 's #patronisingBTlady ! pic.twitter.com/6Lwc653uKA

Will Black (@WillBlackWriter) Unless I get evidence to the contrary I'm assuming that #PatronisingBTLady is a weird @noelfielding11 character pic.twitter.com/rJS4PrgZJ9

Cartoons for the next broadcast:

Andy Pandy (@_Pandy) .@UK_Together i've storyboarded your next ad, free of charge. you're welcome :) #PatronisingBTLady #indyref pic.twitter.com/GhPKGPSaHp

As well as comparisons to parodies of sexist adverts:

Kezia Hope Kinder (@KeziaKinder) Hey @UK_Together, this sketch was just a joke, you weren't meant to make a whole advert from it! https://t.co/4eYI8TEcRt #PatronisingBTLady

Some compared the Overly Attached Girlfriend meme:

Laurie Kitson (@ljkitson92) #PatronisingBTLady We're Better Together... forever and ever pic.twitter.com/Tx8L0u8fXK

And when one meme isn’t enough, you may as well use another: