• The Do Your Own Thing (DYOT) ad has angered people in Pakistan for its portrayal of female empowerment. (Do Your Own Thing)Source: Do Your Own Thing
People believe this advertisement encouraging women to do their own thing missed the mark.
Alyssa Braithwaite

12 Sep 2016 - 3:57 PM  UPDATED 12 Sep 2016 - 3:57 PM

A Pakistani clothing label who filmed a flash mob of female dancers performing on the streets of Lahore for an advertising campaign encouraging women to do their "own thing" has backfired, angering religious conservatives and feminists.

The Do Your Own Thing (DYOT) brand sent five dancers to a busy market where they performed to Beyonce's "Run the World (Girls)", to the surprise of the mostly male onlookers.

However, the finished ad was quickly removed from social media accounts after threats were made against the female dancers. 

While many thought the brand was trying to make a statement about female empowerment, DYOT said there was no agenda or social cause involved with the flash mob, it was “just a bunch of creative people owning a place in the way they want to.”

But it had already sparked an angry reaction on social media from both religious conservatives and feminists.