In a bold campaign that blends wit with a hard truth, a new satirical ad calls out the continued reality of underpaid women in the workplace. Launched on Belgium’s Employee Day, the spot by agency Mortierbrigade for progressive women’s organization ZIJkant delivers a sharp critique of the gender pay gap through biting humor and unsettling honesty.

At the center of the film is Jef, a smug ‘feminist boss’ who credits his career success to a team of women he proudly admits are ‘20% cheaper than men.’ The absurdity is deliberate, spotlighting the systemic inequality many brush off as outdated. Despite progress, Belgium still faces a 20% wage gap — a figure that’s barely moved in recent years.

By turning irony into impact, ZIJkant transforms Employee Day into a moment of reckoning. The message is clear: wage inequality persists, and pretending otherwise only deepens the divide. This campaign dares viewers to laugh and then think twice.

Image Credit: Mortierbrigade