German supermarket slammed over "sexist" Mother's Day Advert

A German supermarket Edeka has come under heavy fire by social media users and traditional media commentators after publishing a questionable Mother's Day advertisement.

The Edeka video which is titled "We say thank you" and shows a series of black and white vignettes of incompetent fathers.

"Thank you. Thank you for always being there for me. You take care of me. You have a feeling for the right moment. I can always tell you everything. And you always listen to me. You're my role model and you encourage me whenever and however you can. Thank you for being so beautiful. And for being so sensitive."

The short black-and-white film ends with the message "Thank you, mama, for not being papa".

Since it was posted on YouTube on Sunday, the ad has exceeded a million views, with thumbs-down "dislikes" fastly outnumbering likes.

"This advertisement is sickeningly sexist and hateful," charged Twitter user DerAltePoet, who pledged never to return to an Edeka store.

Sharing the sentiment, @Freylis wrote that this was "the most disgusting, man-hating spot I've ever seen".

NassinMoruk argued that "if one were to make fun of mothers to the same extent, the outcry (of feminists) would be huge".

The company told news agency DPA that "we didn't want to portray fathers badly but, in a somewhat exaggerated and humorous way, say thank you to all mothers on Mother's Day."

Watch the video below and tell us what is your take on it: