The ad plays out like a 2010 4Chan joke. A woman sits talking to a man who is gaming on the sofa. He calmly reaches for his Razer headset and switches on Active Noise Cancellation. Her voice cuts out and he continues playing undisturbed. Cue a couple more scenes with the same pair in a hallway and in gaming chairs, with her voice again being muted while she talks and he quietly tunes her out.

It’s a strange move from a brand that has spent years courting women gamers, tailoring gear for them and slapping female influencers all over its marketing. Now it’s pushing an ad that basically says the best feature of its headset is the ability to silence women.

If any woman saw this advert, they might quite reasonably decide to go buy something from a company that’s a bit less socially retarded.

It seems that Razer wants to drag its audience kicking and screaming to the 1950s. Next, it might have a go with some mother-in-law jokes and fat people jokes.