PurposeThis study explores the effect of gender stereotyping and issue advocacy on consumer sentiment toward advertising and brands.Design/methodology/approachDrawing from the literature, the study hypothesizes about the impact of gender stereotyping and consumer advocacy on consumer sentiment. A behavioral experiment tests the hypotheses and provides support for the main conclusions.FindingsResults indicate that issue advocacy can cancel the negative effect of traditional female stereotyping. The results also show that demographics are not necessarily the reason why a person favors or condemns stereotyping and advertising; on the contrary, any reaction is far more linked to personal disposition.Practical implicationsThe findings of this research have implications for marketing and advertising practice. While the use of issue advocacy is currently trending up, there is still a lack of understanding about its effect on consumers. Gender stereotyping is also being frequently used, but has caused huge backlashes in recent ad campaigns. Marketing and advertising managers can use insights from this research to shape advertising messages that use these two stimuli in order to enable a brand to better connect with its audience and achieve a more desirable outcome.Originality/valueThe paper contributes to the academic discussion about the effectiveness of using gender stereotyping and issue advocacy to drive advertising outcomes. It challenges the idea that the combination of these two advertising approaches is either detrimental or beneficial to the brand.