Weekly Rewind: September 28 2018
Our weekly trawl of web wonders includes a sexist meme slammed by Swedes, daft doings with Dunkin's dropped donuts and Gwynnie's 'yoni eggs' breaking in London.
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5. 'Distracted Boyfriend' meme ruled officially sexist
Remember the 'distracted boyfriend' meme? You know, that one of a bloke caught in the act of leering at a passing girl's arse by his incensed girlfriend - which popped up all over the internet a few years ago? Well, it's now officially been ruled sexist by Sweden's ad watchdog. As reported in the Guardian, the meme was co-opted by Swedish internet services provider Bahnhof for its latest campaign, which hilariously labelled the boyfriend “You”, the girlfriend “Your current workplace”, and the second woman “Bahnhof". But following a slew of complaints, the country's ombudsman has waded in and declared that "the advertisement objectifies women." The moral of the story? Don't be a lazy marketer.
4. Dunkin' rebrand goes down like a week-old doughnut
Fans of one of America's most iconic chains have been left with a bitter taste in their mouths following a decision to rebrand by dropping the 'Donut' from Dunkin' Donuts, reports Reuters. Part of a brand refresh designed to highlight the coffee-and-doughnut purveyor's wider array of menu items and appeal to a younger generation, the new name and logo have already started rolling out across stores. "We are now on a first-name basis with America,” explains Dunkin's CMO. But it still begs the question, if not doughnuts, what on earth are you dunking?
3. iPhone tool to log lives wasted on iPhones
Ever wondered how much time you spend 'Gramming, Tweeting or, er, Fbooking? Well now the question you kinda know you never really want to know the answer for, can be answered with ‘Screen Time’, one of Apple iOS 12's host of features. As detailed in The Independent, the new tool logs your mobile phone usage, presents it in a handy daily or weekly chart and even allows you to set time limits on apps. But don’t worry if you’re in the middle of a particularly furious Twitter feud – the feature won’t lock you out fully, just merely remind you that you’ve used up your pre-decided allowance and that it might be worth saving a few cutting barbs til 12:01am. Now all we need are the requisite ‘You’ve had one too many, probably best not to text the ex’ warnings and our device-woes will be over.
2. Gwyneth Paltrow's Goop steams into London
If you're a fan of vaginal steam cleaning and have a spare couple of grand knocking around, then rejoyce: Oscar-winning actress turned peddler of medically dubious (and eye-wateringly pricey) beauty and wellness aids, Gwyneth Paltrow, has opened a London outpost of her lifestyle brand, Goop. As reported by the Beeb, the 'California-inspired' pop-up store in Notting Hill will offer clothing, jewellery and books on health and wellbeing penned by the Shakespeare in Love star, alongside homeware and health products. No word on whether Goop's infamous jade 'yoni eggs', which are designed to be inserted in the vagina, will be among the merchandise - the company recently forked out $145,000 for making unscientific claims that the eggs 'balance hormones and regulate menstrual cycles'.
1. Shoe fair artist puts women in high heels 
shots is always concerned about the objectification of the female form, so featuring images of near naked women turned into shoes isn’t a comfy fit – but we weren't going to get our corns out to be trodden on over this smashing piece of bodypainting illusion we found on fashion channel EW//Moda. The eye-popping displays were created by artist Johannes Stoetter for the recent international footwear fair MICAM, in Milan. They appeared at first to be showcasing high heels in rich reds and animal prints but turned out to be models twisting their bodies into stiletto shaped masterpieces. If the shoe fits… be it.
