Bonds ‘boobs’ courted national headlines and generated social media chatter, but the cheeky campaign also attracted negative attention for objectifying women.
Complaints to the Advertising Standards Bureau (ASB) said the use of the word ‘boobs’ is offensive as it is “vulgar slang”, “demeaning” and “explicit”.
One complaint said ‘breasts’ would have been preferable as it is “anatomically correct and inoffensive”.
The ASB dismissed the complaints and cleared Bonds of any misconduct based on the observation that ‘boobs’ is “common slang” and consistent with “modern Australian vernacular”.
Ads sporting Bonds new range of bras, which showed different style bras on models for different occasions and sizes, were also cleared.
The ASB said the ads heroed the product and did not sexualise the pictured women.
Complaints around the longer slogan ‘Get your boobs done’, were also dismissed as the ASB noted it was “not sexualised and is the type of language many women would use themselves”.
Bonds ‘Boobs’ campaign, by Clemenger BBDO Melbourne, kicked off in early October with a teaser campaign which saw billboards featuring the word ‘Boobs’ in the style of the Bonds logo appear.
Details around the push slowly started to trickle out, with Myf Warhurst revealed as one of the ambassadors, before Bonds shared research which showed only 10% of women love their boobs.
Bonds said the campaign was about boosting Boob-esteem.