Olivetti Girl vs. Boy

Lois’ Olivetti campaign proved to be controversial piece with many, and especially caught the attention of the 1968 formed National Organization for Women due to his stereotypical portrayal of a woman’s career limitation through his 1972 Olivetti Girl campaign.  As a response, Lois followed up with using Joe Namath in lieu of the female secretary and a flirtatious female boss to demonstrate that the gender struggle is about the power dynamic instead of the sexual. Remarkably this did not assuage the NOW organization who persisted in viewing the struggle as sexual by nature.