She is one of Brazil's most successful exports; a 1.80 metre (5ft 11in) supermodel whose meteoric rise to catwalk fame has transformed her into one of the wealthiest, most recognisable women on earth.

But Gisele Bündchen's latest project, a lingerie campaign for the Brazilian label Hope, has appalled government officials in her homeland and led to calls for the "sexist" and "stereotyped" adverts to be axed.

The campaign includes several TV spots, one of which features a scantily-clad Bündchen, trying to appease her husband after committing a series of marital blunders: crashing his car, maxing his credit card and, worst of all, inviting his mother-in-law to stay.

Bündchen's solution? To seduce her furious husband, using the company's new underwear line. The advert's voiceover tells viewers: "You're a Brazilian woman – use your charm".

Government officials from the women's secretariat in Brasilia failed to see the funny side, demanding it be pulled from television schedules.

"The campaign promotes the misguided stereotype of a woman as a sexual object of her husband and ignores the major advances we have achieved in deconstructing sexist practices and thinking," the secretariat said this week in a statement.

Officials said they had received at least six complaints from outraged viewers since the campaign went to air on 20 September.